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For the past few years, millennials (people born between 1982 and 1996) have been the talk of the town in many areas, as they are influencing the way things go since they currently make up the majority of the population. This influence includes food as well. Let’s take a look at how millennials eat.
They consider themselves ‘foodies’
Compared with other generations, 58% of millennials label themselves as “foodies”, and prefer to eat out instead of cooking meals at home because it is more time-consuming.
Millennials are big fans of food and drink
Although millennials don’t like to consume generic products, they always find joy in food and consider it as a social experience for them. They may not enjoy drinking a regular bottle of beer, but they seek brands that “represent” them, and tend to enjoy more craft-brewed beer as it offers them an added value in the experience part which they don’t get from the commercial beer brands.
They want healthy food…and a bit of indulgence.
Millennials tend to be more health-conscious and have a holistic view toward health, they aren’t focused on low-fat or low-calorie products. They prefer foods with less artificial ingredients that aren’t processed. In response to that, major food brands have adapted their products to be health-focused to cater to the needs of millennials.
Millennials also want indulgence, they want specially crafted flavors that they can enjoy while eating a certain product. Even with indulgence, they remember health, they still look for natural products.
They snack more and want to eat on the go
For busy millennials, convenience matters. They don’t follow the three meals per day system, but rather tend to snack more and eat their meals on the go depending on how busy their day is. They might even skip a meal. To keep up with the growing needs of millennials, brands have started developing their products in small portable packages that can be easily eaten on the go, whether in the car, at the office, or in between kids’ activities.
In summary, millennials are setting the trend for how food should be produced and marketed to them. It has to be healthy, easy to eat and affordable. It also needs to speak to them and represent value to their lifestyle.