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Discovering Younger Generations’ Potential in Free FromRachel Knight – Kantar Worldpanel
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Purchase
Behaviour
30,000households
Continuous scanning
Consumption
Behaviour
11,000individuals
1 week online diary
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Defining Millennials & Gen Z
Free From
Looking to the future
‘Millennials’ – born in the 80s and 90s – currently form a swell in the population at age 18-35
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Source: https://www.ons.gov.uk/
# births and deaths in UK
UK age distribution 2014
Aged 18-35
12.5m
20% of population
Millennials: The stereotype
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Always connected
Live for today
What they want; when they want it
Rachel The Millennial
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Generation Z: The stereotype
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Tech-savvy
High expectations
Multi-taskers
What is top of mind for younger generations?
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0
10
20
30
40
50
60
70
80
90
Aged under 28 Aged 28-34 Aged 35-44 Aged 45-54 Aged 55-64 Aged 65+
“I have little time to myself”
“I work to a strict budget when
buying groceries”
“I try to lead a healthy lifestyle”
% agree
✓ Strict Budgets
Not as health conscious
Source: Kantar Worldpanel, Shape of Britain Questionnaire, 52w/e to 16th July 2017
✓ Time Poor
Age can sometimes predict behaviour…
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Small
trips
Aged 65+
Small
occasions
In home
Lunch
In
Home
Snacks
…but often it can’t predict behaviour on its own
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On the go?
16-34s: ‘Millennials’
Scratch
cook?
Price
conscious?
Brand
loyal?
Millennials & Generation Z currently fall somewhere in the middle – lots of capacity to change
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Fed InfluenceSelf
determinationCompromise Surrender Self defined habit
Infant Child Young
Adult
Couple Have children Post child
5
years
10
years
7
years
8
years
20
years
35
years
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Age matters –
but remember
it’s one part
of the puzzle
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Defining Millennials & Gen Z
Free From
Looking to the future
74
83.1
86.7
85.1
83
77.7
65 70 75 80 85 90
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Aged 65+
Aged 55-64
Aged 45-54
Aged 35-44
Aged 28-34
Aged under 28
% buying Free From
Younger shoppers are less likely to buy Free From – potential to engage
Source: Kantar Worldpanel, Total Free From Grocery, 52w/e to 16th July 2017
Reinforcing benefits of Free From could help appeal to younger generations
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Health Convenient BenefitsPractical
Can eat on the move (239)
Adds extra flavour (156)
Asked for by others (271)
Provide a varied diet (129)
Fancied something
sweet/savoury (159)
Lower in fat/salt/sugar (158)
Treat/reward (132)
Refreshing (130)
Under 16
16-34
35-54
55+
Practicalities Benefits
Source: Kantar Worldpanel, Total Free From In Home + Carried Out Consumption, 52w/e to 16th July 2017
9/10 Free From buyers don’t have an intolerance
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11%
89%
IntolerantMedical rationale
Not IntolerantConscious choice
45%55%
IntolerantMedical rationale
Not IntolerantConscious choice
% Buyers % Spend
Source: Kantar Worldpanel Managing My Health Questionnaire, Total Free From Grocery , 52w/e to 16th July 2017
Potential lies
with
lifestylers, but
don’t ignore
intolerant
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Free From is most reliant on ‘Lifestylers’ within younger generations
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% of Free From spend from ‘lifestylers’
62.7
57.8
51.2 50.5
60.6
55.4
0
10
20
30
40
50
60
70
Aged 65+Aged 55-64Aged 45-54Aged 35-44Aged 28-34Aged Under 28
Source: Kantar Worldpanel Managing My Health Questionnaire, Total Free From Grocery , 52w/e to 16th July 2017
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Defining Millennials & Gen Z
Free From
Looking to the future
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Lifestage Cohort
‘I change what I
consume over time’
‘I carry this
behaviour with me’
With the forecasted changes in our population, we can make reasonable judgements about
how certain products will do…
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• Hair dye
• Spot cream
• Antiwrinkle
cream
• Shave
products
• Takeaways
• Frozen Food
• Marmalade
• Custard
• Lamb
• Canned Meat
• Rice
• Pasta
• Chilled Dips
• Chilled Pizza
Lifestage Cohort
Free From “Lifestylers” Free From “Sufferers”
To grow with consumers, you must understand who they are – beyond just a number
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WH
O Y
OU
AR
EW
HA
T Y
OU
TH
INK
HOW YOU USE HOW YOU SHOP
Needs Means
Attitudes and preferences
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Age is only part of the
puzzle
Potential with
“lifestylers” but don’t
ignore intolerant
Continue to re-engage
younger generations
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Thank You
Rachel Knight
Consumer Insight Director
02089 674431
