The Millennial generation can be roughly defined as the group of individuals born between the years 1977 and 1994 (15 to 32 years of age). Called by several different names such as Generation Y, the Digital Generation, and Echo Boomers, this generation is one that is quickly establishing a strong identity as a consumer in today’s ever changing marketplace. This is the largest generation (80 million) with an estimated spending power of $625 billion.

This presentation will highlight the specific source of their meals and snacks; food shopping alternatives, frequency, and spending. What attributes are important in selecting a supermarket as well as the food shopping and eating psychology of this generation will be discussed. In addition, their use of social networks will be presented.

Attendees will be able to take home and put into effect immediately strategies and tactics to attract and maintain this group’s business. For example, suggestions on how to increase the supermarket’s share of Mature Millennials’ dinners will be introduced. Currently, over 30 percent of their dinners are sourced from food service. Likewise, recommendations on the use of social networks for recruiting and communicating store offerings will be presented to address the needs of this “wired” generation as well as to enhance the store image among the Mature Millennials. Also, suggestions will be offered on how to link the independent retailer to the lifestyles of this emerging generation.