U.S. Millennial Consumers and Food - How this generation thinks, feels, and behaves around everything food-related

Jan 2018| MDK023A| Datassential

Report Highlights

Experience is essential. Millennials are much more likely to be Experientialists than the population overall; they don’t just think about food when eating out, but consider the whole experience. They are also somewhat more likely to be Progressives – passionate about food, health, and more willing to try new things.

Freshness is a higher priority for Millennials and they are willing to go out of their way to get something they really want to eat.

Although Millennials are most likely to have their meals at home (as is the population), one-in-three Millennial meals are purchased AFH, compared to one-in-four for the population overall, reinforcing the importance of this generation as a target of foodservice operators.

Discount super centers like Target and Walmart beat out traditional supermarkets as a place Millennials visit for groceries. Millennials are also more likely to buy groceries from specialty supermarkets and c-stores than the population while the population is most likely to shop at traditional supermarkets.

The overwhelming majority of Millennials grocery shop with a list and their list usage is similar to the population overall. And although they are much more likely to use a digital list than the general population, the majority of Millennials make their grocery list on paper.

Millennials are generally full meat eaters. Although Millennials are twice as likely to be vegan as the general population, vegans represent just 4% of the Millennial population.

Nearly half of Millennials ate their last meal at home somewhere other than at a table. They are more likely to eat in bed, at a desk, kitchen island, or outside than the general population.

The first in a series of four in-depth demographic reports, Datassential’s Millennial Keynote examines what this generation thinks, feels, and does regarding everything food-related. Over 3,500 consumers, including more than 1,000 Millennials, weigh in on their eating habits and wants. Plus, we tapped our FLAVOR database to pull the most-loved ingredients and analyzed our SCORES ratings to find highest-rated menu introductions. You’ll learn from the experts about…

Away-From-Home & At-Home Eating
Uncover the where, what, when, why, and with whom of Millennials’ experiences dining out. Understand how this generation cooks at home and the prep methods they use, including a detailed look at their last at-home meal.

Retail Behavior
Determine where Millennials buy groceries and why, if they shop with a list, how frequently they browse specific departments, and their use of online grocery ordering and delivery.

Dietary Habits
Take a detailed look at the diets Millennials are following, what allergens they avoid, and what foods they are trying to increase or decrease in their diet.

Finances, Media, & Technology
Shed light on how Millennials think about spending money on food and whether they budget. Learn where this generation gets their food-related information and what food apps they use.

Millennials vs. the General Population
Data is indexed against the general population to understand not only what Millennials say, but how that differs from or is similar to the population overall.

Detailed Look at Millennial Sub-Groups
Discover how growing differences between Millennials are shaping their perceptions of food with analysis of differences by gender, race, income, employment, education, family structure, political views, fitness level, and more.

Datassential, a Chicago-based food industry research and consulting firm, brings clients real-world information on foodservice and consumer packaged goods in the U.S. and around the world. The company’s services, including its extensive MenuTrends database, provide in-depth reporting on trends in menu offerings, flavor profiles, ingredients and preparations. Datassential helps operators, retailers, and suppliers understand and capitalize on these important trends.

Datassential makes the food industry smarter. We provide trend software, predictive analytics, and consumer insights that help manufacturers, food retailers, and chain restaurants innovate and sell more intelligently.

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