Table of Contents
Who are Millennials?
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- Millennials represent one quarter of the US population and continue to grow
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- Figure 1: US population, by generation share, 2015
- Figure 2: US population, by generation, 2010-20
- Millennials are racially diverse
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- Figure 3: Distribution of generations by race and Hispanic origin, 2015
- Millennials waiting longer to marry, but have households with children
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- Figure 4: Households with own children, by generation of householder, 2013
- Younger and Older Millennials’ spending power differ
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- Figure 5: Median household income, by age/generation of householder, 2013
Executive Summary
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- Why focus on Millennials?
- The issues
- Older Millennials less likely to trust large food manufacturers
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- Figure 6: Select attitudes toward food – Any agree, by Millennials, June 2015
- Millennials are focused on their own health
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- Figure 7: Select attitudes toward food – Any agree, by Millennials, June 2015
- Shopping behavior varies drastically between Millennials and Non-Millennials
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- Figure 8: Agreement with select grocery shopping behaviors, by Millennials, June 2015
- The opportunities
- Be authentic and open
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- Figure 9: Importance of food factors – Any important, by Millennials and Millennial Parents, June 2015
- Focus on freshness
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- Figure 10: Agreement with select food and shopping behaviors, by Millennials, June 2015
- Figure 11: Agreement with select grocery shopping behaviors, by Millennials, June 2015
- Potential to boost in-store and online retail offerings
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- Figure 12: Select attitudes toward food – Any agree, by Millennials, June 2015
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- Figure 13: Agreement with select food and shopping behaviors, by Millennials, June 2015
- What it means
Who’s Getting it Right?
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- A Millennial-focused retail channel
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- Figure 14: Jeff Turnas of 365 by Whole Foods Market
- Big food makes big changes
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- Figure 15: A big commitment for our cereals
- Customized and personalized brand experiences
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- Figure 16: Doritos Jacked 3D Promo
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- Figure 17: S’mores Flavored Oreo Cookies “Cubicle Campfire”
The Consumer – What You Need to Know
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- Function, convenience important to food purchases
- When building trust, offering transparency is vital
- Millennials shop frequently, and across channels
- Millennials are foodies and value premium, high quality products
- Millennials differ drastically by sub-group
Millennial Sub – Group Profiles
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- Younger and Older Millennials
- Younger Millennials (ages 21-28)
- Older Millennials (ages 29-38)
- Millennial Parents
- Millennial Moms
- Millennial Dads
- Hispanic Millennials
Consumer Segmentation
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- Figure 18: Millennial clusters, June 2015
- Group one: Foodie Skeptics
- Group two: Health-Conscious Independents
- Group three: Brand Loyal Eaters
- Cluster methodology
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Attitudes toward Food
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- Older Millennials desire transparency
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- Figure 19: Select attitudes toward food – Any agree, by Millennials, June 2015
- Older Millennials self-identify as foodies
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- Figure 20: Attitudes/opinions about food, any agree, by Millennials, February 2014-March 2015
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- Figure 21: Select attitudes toward food – Any agree, by Millennials, June 2015
Importance of Food Factors
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- Millennials, Millennial Parents value retailer, brand
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- Figure 22: Importance of food factors – Any important, by Millennials and Millennial Parents, June 2015
- Nutrition, retailer, brand more important among Hispanic Millennials
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- Figure 23: Importance of food factors – Any important, by Hispanic origin, June 2015
Importance of Food Drivers
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- Freshness, flavor and nutrition most important
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- Figure 24: Importance of food drivers – Any important, by Millennials, June 2015
- Millennial Moms focused on nutrition, dads focused on fun
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- Figure 25: Importance of food drivers – Any important, by Millennial Parents, June 2015
Influential Product Factors
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- Local products, packaging most influential for Young Millennials
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- Figure 26: Attitudes/opinions about the environment, any agree, February 2014-March 2015
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- Figure 27: Influential product factors, by older and younger millennials, June 2015
Grocery Shopping Behaviors
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- Millennials make frequent, impromptu grocery visits
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- Figure 28: Select attitudes toward grocery shopping online, November 2013 and August 2015
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- Figure 29: Agreement with grocery shopping behaviors, by Millennials, June 2015
- Hispanic Millennials key group for in-store dining
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- Figure 30: Grocery shopping behaviors – CHAID – Tree output, June 2015
Food and Shopping Behaviors
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- Older Millennials use mobile devices to aid shopping experience
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- Figure 31: Agreement with food and shopping behaviors, by Millennials, June 2015
- Millennial Dads more likely to shop fresh sections
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- Figure 32: Agreement with food and shopping behaviors, by Millennial Parents, June 2015
- Higher earning households with children only shop fresh
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- Figure 33: Food and shopping behaviors – CHAID – Tree output, June 2015
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
Appendix – Consumer
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- Figure 34: Attitudes/opinions about food, Any agree, by Millennials, February 2014-March 2015
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Appendix – CHAID Analysis
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- Methodology
- Grocery shopping behaviors
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- Figure 35: Grocery shopping behaviors – CHAID – Table output, June 2015
- Food and shopping behaviors
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- Figure 36: Food and shopping behaviors – CHAID – Table output, June 2015
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