Millennials are more spontaneous and adventurous than previous generations in their interactions with food and beverage. Like other generations of consumers, they are complex and full of contradictions — contradictions they are fully aware of and embrace. Irony is very much their preferred form of self-expression.
Millennials don’t think contradictions make them hypocritical. They are eager to share all aspects of who they really are and don’t worry if the pieces don’t quite add up. In fact, they love the playful ironies their contradictions communicate. They are just as likely to seek out fresh local foods as they are to eat at a fast food restaurant.
Reflecting their overall youthfulness, things like enjoying more time alone, wanting smaller groups of closer friends and valuing face-to-face interactions, Millennials’ strong ties to technology and new ways of engaging with food and beverage occasions make this generation’s shopping and dining habits worth watching not just for clues about what young adults want but for ways that Millennials are influencing changes for other generations.
The following infographic provides a glimpse into the ways that Millennials’ food shopping and eating away from home behaviors are unique.
When compared to other generations, Millennials are also more likely to:
The Age-Old Marketing Question: How To Reach Millennials?
In marketing years, Millennials seemingly have been around for longer than their age might suggest. This generation has been the beacon of hope for the future of brands and companies, and the focus has shifted from the future to the here and now as Millennials are well into adulthood.
As leaders in the study of American food culture, The Hartman Group has been tracking how Americans shop for food since the 1990s. From one-stop shopping to multichannel shopping to online markets and click-and-collect, we continue to track consumers’ evolving perceptions, needs, habits and relationships with food retailers. New to the 2017 report is a special section on the expansion of the discount grocery channel, the emerging fresh-format channel and smaller-footprint retail formats.