1. MILLENNIALS AND THE SPECIALITY SECTOR…
Presented by Claire Brumby – The Food Guide
Twitter/Facebook/Instagram - @foodguideclaire
W - www.clairebrumby.com E - hello@clairebrumby.com

2.  Who are Millennials?
 How they differ from other Generations.
 What they’re looking for in Food Products.
 Which Channels they fit.
 How to Reach and Communicate to them.
 What next for the Millennial Generation in Food.
 Opportunities I feel Millennials give the SFF Sector…
@foodguideclaire

3. Millennials - Also
known as
Generation Y, are
aged 16 – 34yrs.
Millennials lead the way in
favouring natural and organic
ingredients, products which are
locally grown and/or made, and
those free from additives and
allergens
Millennials are active and connected
shoppers. 70% use their mobile
devices whilst shopping for; consulting
a shopping list, to search for coupons,
searching for recipes or researching
prices.
They’ve been
referred to as
the generation
that lives to
eat, and the
‘tastemakers
in food’.
Millennials make up approx.
a quarter of the UK
Population, and are
predicted to hit the 17
million mark by 2019.
By 2020, Millennials will make
up 75% of the workforce, so
understanding their eating
trends is essential to tap into this
growing market more effectively.
Millennials are
making more careful
choices while
attempting to avoid
unnecessary additives
Millennials are in a state of
transformation; with new
responsibilities of adulthood
like maintaining a
demanding job and starting
a family, they are striving to
find the balance and
meaning in their day to day
lives.

4. How they differ to
other generations…
 They are more spontaneous and adventurous than previous generations in their interactions
with food and beverages.
 Compared to other generations they are more likely to be more gender neutral when it comes
to cooking.
 They make ‘spur of the moment’ food decisions.
 Convenience is King.
 They will purchase pre-packaged foods they consider healthy,
and add their own ‘twist; with additional seasonings and
fresh ingredients.
@foodguideclaire

5. What they’re looking for in Food Products…
 Clean ingredients, they have little tolerance for highly processed food.
 A balance between health and indulgence; 8 in 10 say it’s important to eat healthy and
believe its good to indulge occasionally, they are keen on improving their health, however
they don’t want to compromise on taste.
 Authenticity, ethics and unique stories to their food,
 Alcoholic Beverage makers can also tap into Millennial’s drinking habits
for new products.
 Millennials are price sensitive but are willing to pay for added nutritional
value or health.
 They take a broader perspective than older generation groups when
evaluating food and are less swayed by traditional nutritional markers on
packaging like health claims and calorie content @foodguideclaire

6. Which Channels they Fit…
 Food and Cooking are hugely important to Millennials.
 Convenience, Cooking from Scratch, Clean Eating, and Food To Go.
 Millennials rely on frozen meals more than older generations.
 They are in the trend towards more meatless eating.
 Healthy Food Products.
 Organic – 30% eat food that are certified Organic, compare that
to 21% and Gen Xers & 15% of Boomers.
@foodguideclaire

7. Live Data…
 Percentages of Millennials who thought the below aspects were
important to them with brands they are loyal to;
85
83
81
72
83
High Quality Price Authentic Ethical Drivers Ingredients
@foodguideclaire

8. 27%
24%25%
24%
Ingredients
No Additives
Added Benefits
British Ingredients
Short Ingredient Dec
36%
26%
26%
12%
High Quality
Taste
Brand Reputation
Price
Packaging
33%
25%
22%
20%
Price
Offer/Promo
Price V Other
Per Gram
Per Serving
33%
32%
18%
17%
What = Authentic
High Quality Ing
Brand Reputation
How Long Brand Est
High Quality Packaging
28%
23%19%
17%
13%
Ethical Values
Workers Conditions
Fair Trade
Sustainably Sourced Ing
Bio Degragable Packaging
Charitable Work

9. How do we communicate to them…
 To target Millennials with your brand build your strategy from the smartphone out.
96% of Millennials own a smartphone.
 Transparency – No fine print, be ‘upfront’, packaging should expressly state what is in the
product and why.
 They want brands which are; adaptable, creative, never settle and who give back, they love to
be involved by brands, involve them somehow; flavour choice etc.
 Millennials are active and connected shoppers, most (70 percent) use their mobile devices while
shopping, providing retailers and brands opportunity to connect with them via mobile commerce.
 Only 11% feel that food and drink advertising is aimed at their age
group, winning them over requires high-quality, relevant content and
messaging
@foodguideclaire

10. What next…
 Food and drink has never played such an important role in the culture of the nation as it has
in their lifetime.
 Millennials are open and receptive to new cuisines, styles of cooking, products and brands,
 Millennials are in a state of transformation, approaching responsibilities of adulthood, maintaining
demanding jobs and starting families, as such their choices in food will follow.
 As Millennials become more concerned about transparency, targeting this generation, won't be just
about a product's look and flavour, but also about the company itself and those behind the product.
 With many Millennials being dubbed ‘thrill seeking foodies’, innovation is key.
 Trends; Functional/Super Foods. Plant based Meals. Snacking. Probiotics.
Souping.
@foodguideclaire

11. To summarise on opportunities all of this
give the SFF Sector…
 Accessing the Millennial consumer demographic can help grow your business.
 With Millennials being more likely to shop at a larger number of stores, and eat out at a wider
number of food service outlets, making your brand and product visible to them is more
attainable if you don’t have the budget required of listing with the larger retailers.
 Use your story and passion, the reason you founded your brand/product – they love it!
 As Millennials are more experimental when it comes to trying new brands,
foods, diets etc., they are the perfect platform for new, smaller, start-ups food
brands and businesses to target and launch to.
 As a whole businesses in the SFF Sector can react faster to market changes.
@foodguideclaire

12. MILLENNIALS
Presented by Claire Brumby – The Food Guide
Twitter/Facebook/Instagram - @foodguideclaire
W - www.clairebrumby.com E - hello@clairebrumby.com
Thank you to the following people and organisations for allowing the
use of some data in this presentation;
Mintel | VYPR | The Food People | Initiative | Inkling | Lucky Attitude