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2. 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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3. 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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Source: Google, Cooking Trends Among Millennials: Welcome to the Digital Kitchen, June 2015
Source: Brewers Association, 6 Characteristics Of Millennial Beer Drinkers You Need To Know, 2015; Forbes, Five Marketing Lessons For Brands In The Adult Beverage Category, Oct 2014; Forbes “10 New Findings About The Millennial Consumer” with data collected by Elite Daily, the voice of Generation Y; Nielsen Getting Inside the Mind of the Craft Consumer 7/23/15
Source: The Business Journal, 3 Ways The Millennial Foodie Is Changing America's Food Industry, May 2014; Forbes, How Millennials Will Dictate The Future of Fast Food, April 2014