Millennial Eating Behaviour

Millennial Eating Behaviour

According to the sociologist Karl Mannheim, people are significantly influenced by the environment of their youth. Giving rise, on the basis of shared experience, to social cohorts that in their turn influence events that shape future generations.

In terms of shopping behaviour (just a subset of this broader dynamic of change) then, the new generation of the millennials will exert massive changes in our society.

For businesses and retailers it is crucial to understand the millennials, what they do and what they say they do, but don’t really do, and how to address this new target market.

Executive Summary
Data & stats, vegan, vegetarian & organics
Data & stats UK
Retail, vegan, vegetarian annual spend – UK
Annual grocery spend, vegan, vegetarian – UK
UK Vegan stats
Quick serves: Veggie Prêt pop-up shop
Veggie Prêt sales up 70%, shop staying open
Organic back in rude health
UK: Organic – a £2bn market
UK: Organic stats, total, shares 2016
Data & Stats US
Retail, vegan, vegetarian annual spend –US
Annual grocery spend, vegan, vegetarian – US
US Vegan stats
Total US Organic sales and growth 2006 -15
Why Whole Foods is now struggling
Whole Foods: struggling against a multitude of new challengers
Whole Foods: interest in meal kits
Whole Foods: launching meal kits
Whole Foods: 365, responding to the challenge from Trader Joe’s, Sprouts et al
Whole Foods: 365 first store opened in Silver Lake, LA
Whole Foods: 365, partnering with on trend food service partners and Instacart
Whole Foods: 365 Portland partnering with local foodservice heroes
Data & stats Germany
Demography – Germany’s vegetarians and vegans
Annual retail, grocery, vegan, vegetarian spend – DE
Market volume Vegan/Vegetarian, Market for vegetarian and vegan foods, Core market in €m 2010-15
DE Vegan stats – market volume analysis, Germany’s flexitarians
Is the vegan boom in Germany slowing down?
10 trends vegan cosmetics/health & beauty
Veganz – the specialist retailer
Veganz – over extended already?
Veganz – a victim of its own success
The organic market in Germany 2016
Organic – data and stats 2016
France – Picard launches veggie private label
NatureO – the French organic specialist
NatureO – after successful year more store openings in pipeline
Plant based milks - Veganism’s biggest category
The WhiteWave success story
The Danone takeover
Plant based milks – from health to taste
Millennial eating behaviour
Individualisation, polarisation, optimisation, intolerances
Identity, community and qualitative difference to the dieting fads
Veganism, eating disorders, pick & mix, self optimisation
Millennial eating behaviour – USA, 5 key differences
From calorie counting to freshness
Millennial eating behaviour – fast casual chains preferred
Millennial eating behaviour – ethical eating and the local movement
Healthy options and performance eating, multicultural diets
Silicon Valley bio hacking
Biohacking - Silicon Valley taking animals out of food production processes
Silicon Valley - Big data, AI, machine learning, millions of dollars in venture funding
Soylent, Huel, Ambronite - The new breed of meal replacements
Soylent – Food 2.0, techie nutrition
Soylent – halting sales
Soylent – sales up 300%, eyeing the EU
Soylent – going back on sale
Huel – 3.5m meals sold to 55+ countries
Huel – offering an ethical, 100% vegan, nutritionally complete product
Ambronite - made from 20 organic ingredients
The influence of social media
NOM – the Youtube for food nerds
NOM - user-generated content, stars and live broadcasting
Twitch muscling into the space
Instagram and food waste
Generational attitudes to food waste
Meal Kits and Delivery – How online is disrupting foodservice
Introduction: online disruption in foodservice
Linas Matkasse and the copycats – recipe bag providers tackling delivery costs differently
– the subscription solution and unique product
Linas Matkasse: Swedish innovation, the recipe bag provider
Linas Matkasse: curated shopping in online grocery, skills enhancer
Linas Matkasse: innovative loyalty generation, the data
Linas Matkasse: foreign expansion, cooperation with an omnichannel grocer?
Linas Matkasse: latest developments, stretching the offer
Linas Matkasse: selling out? Hercules invests, breaking the SEK1.0 billion barrier
Linas Matkasse: retnemt acquisition, headed to the the Stockholm Stock Exchange?
Meal Kits: some background data USA, main points of player differentiation
Blue Apron: 8m meals per month, rethinking the supply chain, eliminating waste
Blue Apron: “selling recipes not ingredients”, pushing unconventional produce
Blue Apron: the big data approach to customisation, adding more choice
Blue Apron: planning meals a year out
Blue Apron: Preparing for the IPO, or to be bought out?
Blue Apron: $1.0bn run rate, churn rate
Blue Apron: Delaying the IPO
Plated: venture funding, positioning itself as more premium than the competition
Plated: investing in choice mechanics
Chilled delivered meals: heat up at home, EatFirst, Bonapeti, Pure Package et al
Outlook & Recommendations
Chart 1 Retail, vegan, vegetarian spend I – UK
Chart 2 Retail, vegan, vegetarian spend II – UK
Chart 3 UK: Organic stats, total, shares 2016
Chart 4 Retail, vegan, vegetarian spend I-US
Chart 5 Retail, vegan, vegetarian spend II –US
Chart 6 Retail, grocery, vegan, vegetarian spend I – DE
Chart 7 Retail, grocery, vegan, vegetarian spend II – DE
Chart 8 Millennial eating behaviour – foodservice visits
Chart 9 Millennial eating behaviour – healthy attributes decoded
Chart 10 Millennial eating behaviour – NPS
Chart 11 Millennial eating behaviour – y-o-y change
Table 1 Total US Organic sales and growth 2006 -15
Table 2 Demography – Germany’s vegetarians and vegans 2009-14
Table 3 Market for vegetarian and vegan foods, Core market in €m 2010-2015

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