The Millennials: Food Retailing/Food Service Attitudes and Behaviors

July 19 2015 No Commented

The Millennial generation can be roughly defined as the group of individuals born between the years 1981 and 1997 (oldest turn 35 in 2016).  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.Now, the largest generation (75.3 million) with an estimated spending power of $1.3 trillion/year.  What generally do we know about this generation as it relates to food?  Unfortunately, very little!  Almost 4 in 10 agree with the statement, “The majority of companies don’t know how to market to my generation.”

This generation does not have the same attitudes/behaviors and will not spend on the same categories as their parents did. Food marketers who assume that the Millennials will start to behave like current older Americans, just because they age, do so at their peril.

This presentation will highlight the results of three research studies I conducted in 2009, 2012 and 2015.  Included in the presentation will be food retailing shopping behaviors; activities for planning or doing grocery shopping; the impact of coupons, internet, etc. on food shopping purchases; foodservice behaviors; reasons for eating at a restaurant; and social media participation, usage and impact on food shopping and restaurant choice.

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, recommendations on the use of social networks for recruiting and communicating store and restaurant offerings will be presented to address the needs of this “wired” generation as well as to enhance the your image among the Millennials.

The Millennials’ sheer numbers represent untapped potential if we can get them to perceive “your” brand, supermarket or restaurant as “their” brand, supermarket or restaurant!  This presentation will help you to put down the water cannons and pick up the high pressure hose.

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