I'm Hungry. A Look at Millennials & Food

I’m Hungry.A look at Millennials and our precious food.

MILLENNIALS LOVE FOOD

But we don’t just love food, we’re passionate about eating, creating, and sharing food.

We even craft shirts, get tattoos, and have blogs dedicated to our fascination

with the foods we consume.

That’s why I’m here to tell you about what we value most about food and

the process of obtaining it.

I know, it’s crazy.

Food Fanatics, 2013

“If you pour over the data—and there’s plenty of it—three themes emerge: community, technology and

good old-fashioned corporate storytelling. Boil it down further and the word is sharing.

Shared tables. Shared plates. Shared technology.”

Forbes 2014

HappinessPassionDiversitySharing

DiscoveryFreedom of Choice

& OTHERS OPINIONS

What matters to Millennials?

Edelman 8095 Exchange, 2012

51% of Millennials consult 4 or more sources when deciding which product or service to

purchase.

FRIENDS & FAMILY are top sources of information that we seek out when

making major decisions

• FAMILY 77%• FRIENDS 64%• Search engine 21%• Expert website 21%• Co-worker 20%• Social networks 13%• Go it alone 8%

BBDO Atlanta, 2013

We’re also much more influenced by our friend’s opinions of a restaurant than by

reviews on sites like Yelp.

If our friends like it, we’ll go. And If we like it, we’ll share pictures and

our own reviews of it.

Food itself is the #1 contributor to restaurant loyalty.

BBDO Atlanta, 2013

BBDO Atlanta, 2013

Eating tasty food co-exists with our interest in staying on top of current food trends and finding new places with unique flavors and

"great atmosphere."

We love hanging out at communal tables in bar lounges, college dining halls and other

informal settings.

Center for Culinary Development (CCD) and Packaged Facts, 2009

45% vs. 54% of older consumers

We feel less comfortable eating a meal alone…

Look at all the unhappy faces!

The Hartman Group, 2012

But when we do, we often "scarf solo” in the car or on the sofa


Restaurants that offer a wide collection of foods, particularly with "far-flung global

inspiration," are typically favorites.


We consider food an adventure and seek out different, ethnic and artisan foods, and

“anything new and different.”

40% like to try new kinds of ethnic cuisines


Bringing the kids along doesn’t mean compromising on flavor.

48% of Millennials with kids look for places offering unique flavor combinations, vs just

9% of us without kids.

BBDO Atlanta, 2013

BBDO Atlanta, 2013

50% of Millennials now refer to themselves as foodies.

60% of foodies eat at fast-food restaurants at least once a week, and one in four

Millennial males eat fast food four times a week or more.

BBDO Atlanta, 2013

Female Millennials, older Millennials (25-35), married Millennials, and

Millennials with children all report that they feel guilty if they eat out more than

two or three times a week.

Those who self-identify as “curvy” say they won’t budge on flavor, but are looking for

healthier options and checking out the nutrition information on menus.

BBDO Atlanta, 2013

Food has become way more than just a way to satisfy appetites — it has become

a social necessity.

FutureCast, 2014

We now have the capability to use food as a method of storytelling and

self-expression.

FutureCast, 2014

We’re especially interested in the story behind our food and are looking to

learn more about what’s in it and how it’s made

That’s why we aren’t eating McDondald’s…

(Too little too late)

Former MythBuster’s host who was hired (by McDonald’s) to investigate how McDonald’s is “really” made.

JWT, 2012

Dat business transparency doe…

…And are running to Chipotle.

8 in 10 Millennials said they like “behind the scenes” commercials.

We want to know more about how their food is produced, and think brands don’t

disclose enough about their food products.

JWT, 2012

When it comes to getting our food, we know we have lots of options for both food

products and food retailers, and are typically driven by "cravings, cost and

convenience."

Jefferies & Alix Partners, 2012 & Mayo Clinic, 2011

As a result of our “need it now” mentality and tech-savviness, we’re always willing to buy foods from various channels—online, mobile shopping, delivery, and different

types of brick-and-mortar stores.

Jefferies & Alix Partners, 2012

63% of millennials would be MORE LIKELY TO CHECK IN to businesses on various social channels if it meant they’d

receive a coupon or discount for doing so.

A 20% discount is enough to prompt almost 50% of respondents to

VISIT A RETAILER’S LOCATION.

23% said they’d would NEED coupons valued at least 50% off to visit a

retailer’s location.

17% said they’d appreciate discounts AT ANY PRICE.

NPD Group, 2013

Value is not just about finding the cheapest price.

We define value as quality food, fresh ingredients and good-tasting options sold

at reasonable and affordable prices.

NPD Group, 2013

In the upcoming year, we anticipate spending the greatest amount of money

on fresh fruits, organic food, and natural products.

Less favorable was the idea of spending money on luxury goods, soda, apps,

and handbags.

Boston Consulting Group, 2014

We’d much rather throw our cash at new experiences, adventures, and reward

socially responsible companies that we connect with and deem as authentic.

Boston Consulting Group, 2014

For Millennials earning less than $20,000 annually, price is the #1 factor in food purchasing, but as our incomes rise,

price becomes less important.

Let’s face it, we’re low on $$$


For higher-earning Millennials, convenience, freshness, health, variety and natural or organic ingredients are key, And

we’re much more are willing to pay extra for them.


We make spur of the moment food decisions and have less well-stocked

pantries

But majority of the time…


35% of meals eaten by millennials are really just snacks.

Combining foods traditionally served at breakfast, lunch and dinner,

we’ve created words like “linner,” “brinner” and “slunch.”

Mayo Clinic, 2011

Asked how our food choices will change over the next five years, our #1 answer

was that we want to be more ADVENTUROUS.

About a third of us want to be able to create their own meals

38% cite the variety on a menu as a loyalty builder

TL;DR Food is more than just food.

It’s an experience.

PHOTO CREDITS

IN THIS PRESENTATION, I HAVE USED A NUMBER OF ROCK STAR PHOTOS WHERE I HAVE NOT BEEN ABLE

TO DETERMINE THE ACTUAL OWNER.

I HONOR AND RESPECT THESE UNKNOWN PHOTOGRAPHERS FOR THEIR AWESOME WORK.

BY USING THESE IMAGES, I MIGHT HAVE F*CKED UP AND BROKEN A FEW COPYRIGHT LAWS. I DO NOT WANT THE FBI OR HELL’S ANGELS TO SHOW UP AT MY HOUSE. IF I MESSED UP YOUR LIFE BY USING

YOUR PHOTO, LET ME KNOW. RESPECT.

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I'm Hungry. A Look at Millennials & Food