Knowing that attitudes about food quality and the importance of food origin have evolved with time, mindswarms wanted to explore the topic with a new generation of grocery purchasers: Millennials. Their insights were honest, and they weren’t afraid to speak their minds in how their attitudes differ from their parents.
We wanted to understand the role food origin plays in Millennials’ attitudes about food quality and how origin impacts their food purchasing behaviors. Further, we wanted to uncover how they feel their attitudes and behaviors differ from their parents.
National US sample
14 states/22 cities
Ages 18 – 32 All involved in food purchasing decisions
Even male/female ratio
Mix of ethnicities and socio-economic backgrounds
Millennials are actually channel-agnostic when it comes to shopping, and retailers need to maximize each platform to build a lasting relationship with this generation. This report highlights eight things you can do to make your consumer experience resonate with Millennials.
1. The majority of Millennials are proud to say they have a very different set of food purchasing priorities versus their parents.
The Parent’s food purchasing properties were defined in a way:
Millennials’ Food Purchasing Priorities were defined this way
2. Millennials feel that their “buy local” behaviors have many important implications
Origin not only impacts the freshness/ quality of the food, but also the “health” of it.
3. While Millennials agree that “local” is important to health, the definition of “local” and its specific impact on their health varies.
4. Millennials feel good about the fact that their individual purchases help their local economy – but recognize there is a cost.
5. Although “local” is often defined differently among Millennials,it does impact their buying behavior.
Their “local purchases” enable them to feel they are having a strong positive impact on their health, their local economy and the environment