Are Millennials the foodie generation?
According to a survey from The Hartman Group, 46 percent of Millennials will leave their primary store or supermarket to buy cheeses, prepared foods, specialty meats, baked foods and other deli items in specialty stores. That compares to only 35 percent of Baby Boomers who say they do the same.
CEO Laurie Demeritt revealed the findings during her talk titled "Key Shifts in Food Culture: How Consumer Preferences and Behaviors are Evolving and How to Respond" at the International Dairy Deli Bakery Association’s 50th Annual Seminar and Expo in Denver.
The online survey of 850 shoppers also found:
- Two-thirds of younger shoppers buy specialty meats in delis compared to only 45 percent of Boomers;
- Millennials, on average, shopped at nine food stores in the past three months while Boomers visited only six.
Millennials have been described as the "foodie generation" because they seek out indulgence on one hand but are also very interested in foods that are fresh and less processed.
"They want to know more about the store behind [their food choices], where did [the food] come from, who made it and what the company stands for," Ms. Demeritt said, according to Food Business News. "They also believe they should have more of a voice, more of a say, in what’s coming out in the market."
The survey comes amid several other reports exploring how Millennials are driving the evolution of food retailing, restaurants, customized menus and unique foods and flavors.
In its third in-depth consumer report on Millennials released in mid-May, Goldman Sachs said a major difference between the group and preceding generations is the "ritualization" of wellness. Goldman’s research team wrote in the report that the generation puts "the ‘living healthy’ motivator at the center of high frequency activities like eating and physical exercise. This is distinct from gen Xers and boomers who take less direct ownership of what keeps them healthy, attributing wellness more to avoiding falling ill, being in the care of a good health professional, or sustaining an optimal weight level."
A recent Business Journals piece also detailed how Millennials are supporting the growing popularity of food trucks, expanding interest in locally-grown foods, and encouraging the explosion of "food-friendly" digital content across the internet.
- Younger shoppers shifting from supermarkets to specialty food stores – gantdaily.com
- Many Millennials leave primary channel to shop dairy, deli, bakery – Supermarket News
- Shoppers migrate to better in-store bakeries, delis – Food Business News
- Goldman Sachs Says Healthy Living Is "New Standard Of Cool" For Twentysomethings – Buzzfeed
- 3 ways the millennial foodie is changing America’s food industry – Business Journals
- Outlook on the Millennials Consumer 2014 – Hartman Group (Purchase required)
Do Millennials appear set to become much bigger foodies as they age than their Boomer parents? In what ways do you see them reshaping food retailing?