This document provides insights into Millennial food preferences and behaviors based on research from a marketing firm. It finds that Millennials consider health, sustainability, and family satisfaction as top factors in food decisions. They are heavily influenced by social networks and use social media to share food experiences. Millennials see food as a way to express their personal brand and seek authenticity. They are driving innovation in food technology, home cooking, and restaurants. The marketing firm offers its expertise to provide more insights into this influential generation.

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2. Amuse-bouche (noun):
A single, bite-sized taste
We’re pleased to share a
slice of our Millennial food
insights with you. Our team
of experts would be happy to
serve up the full pie.
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3. 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
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4. 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)
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5. INSIGHT 1
Happy Meals:
Millennials Balance Health, Sustainability
and Satisfaction
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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

6. INSIGHT 2
Food Networks:
Millennials Influenced by Those Closest
to Them
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• 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

7. • 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
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8. • 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
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9. • 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
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INSIGHT 5
Supper via Smartphone:
Millennials Drive the Digital Cooking
Revolution

10. • 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
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11. • 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
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12. For our full plate of
insights or for a
custom presentation, contact:
cone@conecomm.com
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What
does this
mean for
you?