Millennials Mysteries Revealed: Segmentation Uncovers Diverse Tastes, Divergent Attitudes

MILLENNIAL MYSTERIES REVEALEDSEGMENTATION UNCOVERS DIVERSE TASTES, DIVERGENT ATTITUDES

THE LARGEST GENERATION OF CONSUMERS IS ALSO THE MOST COMPLICATED

Until now, marketers in the food and beverage (F&B) and restaurant industries have had only a surface-level understanding of this dominant age group.

BUT THAT’S ABOUT TO CHANGE ...

Unprecedented research from Ipsos and BuzzFeed reveals that millennials have nuanced attitudes and behaviors around foods and beverages, and social media.

ENTER

IN SHORT, MILLENNIALS ARE NOT ALL THE SAME.

THE RESEARCH UNCOVERED FOUR DISTINCT MILLENNIAL SEGMENTS

LARGEST SEGMENT

LOWER INCOME AND EDUCATION LEVEL

LEAST ENGAGED ON SOCIAL MEDIA

LEAST HEALTH CONSCIOUS

MORE LIKELY TO DINE OUT

MORE APT TO BUY TAKEOUT OR USE A FOOD DELIVERY SERVICE

LESS ACTIVE ON SOCIAL MEDIA

LEAST LIKELY TO AVOID CERTAIN FOOD PRODUCTS AND INGREDIENTS

MOST APT TO AVOID CERTAIN FOOD PRODUCTS AND INGREDIENTS

SPENDS MOST OF HER FOOD BUDGET AT THE GROCERY STORE

USES SOCIAL MEDIA TO ACCESS PERKS AND DEALS

MOST LIKELY TO ACCESS THE WEB FROM A MOBILE DEVICE

OPINIONS OF BRANDS AND PRODUCTS NOT INFLUENCED BY SOCIAL MEDIA

HIGHEST INCOME AND EDUCATION LEVELS

MOST LIKELY TO SPEND HIS FOOD BUDGET ON DINING OUT

MOST INTERESTED IN MODERATION AND SEEKER OF HEALTHY BALANCE

MOST ENGAGED ON SOCIAL MEDIA

MOST INFLUENTIAL ON SOCIAL MEDIA

Although varied in attitudes toward overall health and behavior on social media, these four millennial segments generally agree about a few things …

ALL MILLENNIAL SEGMENTS CARE MORE ABOUT TOTAL SUGARS THAN SPECIFIC SWEETENER INGREDIENTS

TASTE AND PRICE ARE STILL THE TOP PURCHASE DRIVERS FOR MILLENNIALS AND OTHER GENERATIONS

SO WHAT DOES THIS MEAN FOR F&B AND RESTAURANT MARKETERS?

For the first time ever, marketers in the F&B and restaurant industries can leverage segment- specific millennial insights to make smarter business decisions.

Read the interactive white paper for even deeper insights into reaching the right millennials, at the right time, with the right message.

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