5 strategies to market sustainable foods to the millennial generation, focusing on trust and experience. Presented at the organic food masterclass 2019

1. Sustainability
for the
Millennial Age
@figorout
@sssourabh
Organic Food
Masterclass
New York
Sourabh Sharma
sourabh @ figorout . com

2. black ants with white rice
wok fried heap of vegetables with
diced crickets and grasshoppers

3. black ants with white rice
wok fried heap of vegetables with
diced crickets and grasshoppers
linger, denver

4. its trending
seemingly trustworthy
and creates an experience

5. millennials don’t believe in
just consuming foods
but in experiencing them

6. Millennials have the highest
awareness of food sustainability
of any age group and are willing
to pay more for sustainable foods
that they trust
International Food Council (IFC) 2018

7. The brands that millennials
choose to bring into their life add
to their outlook, opinions and
overall personality.

8. generally born between 1980s and 2005 the
largest US age demographic
Food Industry Executive (2017)
• Food preparation
• Breakfasts / smoothies / teas /
beverages for health
• Plant or nut based foods and
beverages
• Cultural flavors
• Thoughtful packaging
• Transparent manufacturing
practices
• Convenience when shopping
• Frozen meals
• Fad diets and fat free diets
• TV dinners / buffets
• Non-local and non-transparent
production and manufacturing
• Multi-purpose grocery stores
😊 😟

9. 38%
51%
73%
80%
81%
Say fair-trade is an important attribute
Check labels for environmental impact
Willing to pay more for sustainable
brands
Want to see the story 'behind the
scenes'
Want to know how food is produced
generally born between 1980s and 2005 the
largest US age demographic
Food Industry Executive 2018

10. What is healthy?
Older generations
Low-fat and high fiber.
Millennial
Food is natural, organic,
locally sourced or
sustainable.
E.g. list which farm your
ingredient was grown on

11. What is healthy?
Older generations
Find out via reading calories,
fat grams, nutritional
information.
Millennial
Find out how the food is
sourced and how it affects
the carbon footprint.

12. What is the key priority for buying food?
Older generations
Taste.
Millennial
Convenience.
55% of millennials choose convenience,
which is why we have:
• Meal kits
• Grocery delivery services
• Food trucks
• Online ordering
Food and Health Survey (2019)

13. suggestions when marketing to millennials
Validate claims beyond ‘premium’
Operate with transparency
Explore packaging options
Create experiences
Straddle the world of ‘influence’

14. validate
claims:
‘premium’ is
a given61%
54%
46%
29%
GMO Free Ancient grains
Millennials Boomers
Do you expect these in your
foods?
Modern Restaurant Management 2018
Focus on other
elements to
differentiate food
products to create
a brand story and
experience.

15. validate
claims:
‘premium’ is
a given
Use these as
supplements to
your food
products, but
focus on other
claims in your
brand story.

16. transparency
Operate and disclose
information about:
• Ingredients
• Sources
• Production
• Informative food labels

17. transparency
Keep things simple in
communication
E.g. what farm the foods
are from, who they
support, etc.
Elmhurst 1925:
Clear labeling of only 2
ingredients!

18. packaging:
made for ‘snacking’
Grazers habits are more common than
large meals
• 54% eat snacks as replacement meals
• 58% eat out more than once a week
Focus on convenience driven packaging
• Bite sized
• Easy to close / open
• Reseal-able
• Portable
• Recyclable

19. experiences
Millennials love choices and are
open to trying:
• Cultural ingredients
• Superfoods
• Vegan/vegetarian options
• Alternative natural forms of
protein, dairy, etc.
• Customizable food/menu
options

20. End food waste - one ugly banana at a
time. Barnana Bites, made from the
20% of upcycled bananas that would’ve
gone to waste.
experiences: brand
stories beyond just
labels
Preserve: tools and utensils made with recycled yogurt cups.

21. experiences:
keep on top of food
trends

22. experiences:
keep on top of food
trends

23. millennials are
brand
promiscuous,
but eventually
loyal
“ There is something about
product and cost, but I need
to be treated like a smart and
valued customer ”

24. the world of social
media and
influence
• 69% take a photo or video
before a meal!
• 1% believe in ‘traditional’
advertising
• 94% believe in word of mouth
and friends
• 33% read blogs to review
products
• Over 90% believe in influencers

25. millennials are influence-able
“popular kid in school” + “followers” + “marketing”

26. marketing
Integrate experiential
marketing with
• Websites
• Social media
• Influencers / bloggers
… beware that this can
also escalate nutrition
and food myths

27. marketing with
education to build
trust
Use all marketing
efforts as an
opportunity to educate
and enlighten
customers

28. the educational marketing of a food experience
can foster trust
Validate claims beyond ‘premium’
Operate with transparency
Explore packaging options
Create experiences
Straddle the world of ‘influence’

29. Millennials have the
highest awareness of
food sustainability of
any age group and
are willing to pay
more for sustainable
foods that they trust
International Food Council (IFC) 2018
The brands that
millennials choose
to bring into their
life add to their
outlook, opinions
and overall
personality.

30. @figorout
@sssourabh
Organic Food
Masterclass
New York
Sourabh Sharma
sourabh @ figorout . com
Sustainability
for the
Millennial Age