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1
Why Millennials?
This generation is changing food. They are/have:
• Less brand loyal
• More willing to engage in different...
Millennials, Overall
• Like to eat out; will splurge on a nice meal,
even when money is tight
• Spend on technology-based ...
INSIGHT 1
Happy Meals:
Millennials Balance Health, Sustainability
and Satisfaction
4
Photo © gpointstudio / Shutterstock
•...
INSIGHT 2
Food Networks:
Millennials Influenced by Those Closest
to Them
5
• Majority of Americans say they are influenced...
• Food-related topics accounted for 52% of the world’s most viral content
– Shared social media content helps Millennials ...
• Millennials use food as a method of personal storytelling and self-expression
– Range of social media platforms allow th...
• The smartphone is becoming the ultimate sous-chef for millennials
– Millennials prefer the culinary process as much as t...
• Millennials define craft as small, independent, high quality and local
• Millennials look for better quality, more varie...
• Millennials seek food credibility, authenticity of ingredients and convenience
– Millennials drive restaurant evolution:...
For our full plate of
insights or for a
custom presentation, contact:
cone@conecomm.com
11
What
does this
mean for
you?
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Millennials & Food: Changing the Food Industry at the Speed of Social

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Check out Cone's newest brief: Millennials & Food: Changing the Food Industry at the Speed of Social. If you’re hungry for more, give us a call to learn more or to receive a customized presentation for your brand.

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Millennials & Food: Changing the Food Industry at the Speed of Social

  1. 1. 1
  2. 2. Why Millennials? This generation is changing food. They are/have: • Less brand loyal • More willing to engage in different distribution models to find food • Higher expectations from food producers • Seeking out diverse products/services; not satisfied with the items their parents bought It’s more than just what’s for dinner, it is: • Part of their personal brand • An experience • An avenue to show support for what they care about 2
  3. 3. Millennials, Overall • Like to eat out; will splurge on a nice meal, even when money is tight • Spend on technology-based services like Seamless, Uber Eats or TaskRabbit • Highly sociable; dine out to socialize and catch up with friends • Mostly single – empowered but looking (Tinder, OKCupid) • Smart shopper; use their purchasing power to get the best deals (Yelp check-in, Groupon) • Can see through bogus claims; look for authenticity and products that personalize, curate and care • Seek ways to unleash their potential (as a voice, influencer, activist) 33
  4. 4. INSIGHT 1 Happy Meals: Millennials Balance Health, Sustainability and Satisfaction 4 Photo © gpointstudio / Shutterstock • When making food purchasing decisions, family satisfaction reigns supreme (96%) – But Millennials also consider health and nutrition (87%) and sustainability (77%) important factors • Food issues most important to Millennials include: – Nutritional value, food safety, animal welfare and protecting natural resources
  5. 5. INSIGHT 2 Food Networks: Millennials Influenced by Those Closest to Them 5 • Majority of Americans say they are influenced by their spouse or partner to make food purchasing decisions – But, Millennials are more influenced by friends, parents and food companies • Americans say they use online and social media to get recipes and ideas and to download coupons – Yet, Millennials see social media as a way to share information with their networks Photo © Jacob Lund / Shutterstock
  6. 6. • Food-related topics accounted for 52% of the world’s most viral content – Shared social media content helps Millennials relive certain moments and experiences – While attending food & beverage festivals, 85% of millennials will post photos of their favorite moments; 84% of the food itself • Visual content is the most shareable – Short videos transcend platforms — consumers share original videos across multiple social media accounts Photo © The Fit Foodie INSIGHT 3 Insta Meals: Millennials Seek Visual Content for Easy Digital Sharing 6
  7. 7. • Millennials use food as a method of personal storytelling and self-expression – Range of social media platforms allow them to instantly snap pictures of their plates, follow favorite food blogs and check in at the trendiest, newest restaurants • As Millennials travel overseas and seek a variety of experiences, this quest for adventure extends to food • They value authenticity above almost all else Photo © My Fitness Pal INSIGHT 4 Cuisine Bling: Millennials See Food as Extension of Personal Brand 7
  8. 8. • The smartphone is becoming the ultimate sous-chef for millennials – Millennials prefer the culinary process as much as the finished dish — they want to dive into everything, experiment with new recipes and learn new skills • Deciding what to cook is their least favorite part of cooking – Millennials seek tried and true recipes (“Best recipes” search on YouTube is up 48% year over year) as well as helpful cooking advice and food hacks to simplify – Most important is adding a personal touch to make a recipe unique to them — they aren’t discouraged when the finished dish isn’t perfect Photo © Future Republic / Getty Images 8 INSIGHT 5 Supper via Smartphone: Millennials Drive the Digital Cooking Revolution
  9. 9. • Millennials define craft as small, independent, high quality and local • Millennials look for better quality, more variety, consistent availability on premise, more flavor options and more seasonal offerings – Millennials seek a more personal connection with the products they buy and craft fulfills this – Transparency is key to Millennials, so they choose craft for the high-quality ingredients over mass-produced beer brands – Millennials, who seek strong value, not always lower cost, view craft beer as an affordable luxury Photo © Brew Republic INSIGHT 6 Craft Beer & Beyond: Millennials Seek Independent, Transparent Options 9
  10. 10. • Millennials seek food credibility, authenticity of ingredients and convenience – Millennials drive restaurant evolution: customized menu, online ordering/app, unique foods and flavors – Millennials have the power to boost or cripple the restaurant business – Although annual restaurant visits are down by 21% over the last seven years, Millennials have driven significant traffic and revenue increases at “relatively inexpensive brands” like Chipotle, Panera and Starbucks Photo © Nation’s Restaurant News INSIGHT 7 Fast Foodies: Millennials Push for Innovation in QSR 10
  11. 11. For our full plate of insights or for a custom presentation, contact: cone@conecomm.com 11 What does this mean for you?

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