i'm hungry. a look at millennials & food
DESCRIPTION
'I'm Hungry' is a presentation that gives an inside look on Millennials, their love for food, how they interact with it, what they expect from brands, and how they're changing the food industry. Photo credit: http://i.huffpost.com/gen/1542033/thumbs/o-MONEY-WOMAN-facebook.jpg http://www.fastcompany.com/3034593/the-future-of-work/debunking-the-myth-that-all-millennials-are-the-same http://www.startribune.com/lifestyle/taste/198510941.html http://images.huffingtonpost.com/2014-09-02-DSC03596.JPG http://www.anaphylaxis.org.uk/userfiles/images/young-person/eating%20friends.jpg http://i.huffpost.com/gen/1462210/thumbs/o-MILLENNIALS-facebook.jpg http://www.wired.com/images_blogs/business/2014/02/20140203-INSTACART-0036edit.jpg http://www.trafficgenerationcafe.com/slideshare-traffic/ http://www.kaizo.co.uk/newsroom/wp-content/uploads/2012/09/Amyiphone.jpg http://stmedia.startribune.com/images/3foodgal0317.jpg http://cdn-api.skim.gs/images/view/542d6f5884d91e81cd2d1d26/16x9 http://cdn.cstatic.net/images/gridfs/5400d6a1f92ea159ba02a534/2014-08-getty.jpg http://employers.glassdoor.com/app/uploads/2014/08/477886883.jpg http://www.solutionstalk.com/home/wp-content/uploads/bigstock-Handsome-man-cooking-at-home-p-55108847.jpg http://social-media-university-global.org/wp-content/uploads/2012/08/Crowded-Chipotle.jpg http://b-i.forbesimg.com/adrianalopez/files/2013/10/DinnerLab_expansion.jpg http://burgerupdate.files.wordpress.com/2011/07/dsc02815_2.jpg http://www.kapowevents.com/blog/wp-content/uploads/2014/06/DSC39371.jpg https://liveblissful.files.wordpress.com/2013/03/dsc03909.jpg http://magazine.hg2.com/wp-content/uploads/2014/07/EatWith-Naama-in-New-York-1.jpg http://media.npr.org/assets/img/2013/12/16/edit3-51523605b308d7c08fb731a5277add7f22ef3f3e-s6-c30.jpg http://www.mainefarmersmarkets.org/wp-content/uploads/2012/06/farmers-market-17.jpeg http://img4.wikia.nocookie.net/__cb20140409234524/adventuretimewithfinnandjake/images/5/55/I-love-food-more-than-i-love-people_630.gif http://stephversusworld.files.wordpress.com/2010/07/img_0366.jpg http://www.theworldorbust.com/wp-content/uploads/2012/07/IMG_0432.jpg http://static.squarespace.com/static/53f10b58e4b032360e2170da/t/53f1443ce4b0bfa013c29829/1373491589646/IMG_4081.jpg http://www.blogcdn.com/slideshows/images/slides/252/663/8/S2526638/slug/l/woman-shopping-with-coupons-in-market-1.jpg There are more but they won't fit unfortunately.TRANSCRIPT
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
Center for Culinary Development (CCD) and Packaged Facts, 2009
Restaurants that offer a wide collection of foods, particularly with "far-flung global
inspiration," are typically favorites.
Center for Culinary Development (CCD) and Packaged Facts, 2009
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
The Hartman Group, 2012
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 $$$
Jefferies & Alix Partners, 2012
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.
Jefferies & Alix Partners, 2012
We make spur of the moment food decisions and have less well-stocked
pantries
But majority of the time…
The Hartman Group, 2012
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.