Food, and what consumers expect from food manufacturers and grocery stores, is evolving. Case in point: after almost a decade of discussion, the FDA is now requiring restaurants and food chains with 20 or more locations to post calorie counts. One loud voice leading this charge is the millennial generation. Here are 4 ways millennials are changing the way we eat.
Millennials are looking for convenience when it comes to buying food, according to the International Food Information Council. A recent report by Alliance Bernstein found that two-thirds of millennials purchase prepared foods from some sort of service every week. Meal kits are no longer limited to subscription services like Blue Apron, however. Grocery stores have jumped on the trend in hopes of retaining millennial customers, partnering with brands like Campbell’s, Barilla and Ro-Tel to offer fresh, easy meals.
Millennials care about their health, and their meals reflect this. However, their definition of healthy may be different from that of past generations. They’re not necessarily looking for low-fat, low-cal, or low-carb. Instead, you may hear them talk about food that is organic, natural, locally sourced, or sustainable. Which leads us to…
Consumers are telling food manufacturers what they want, and what they want is transparency. Millennials have been demanding manufacturers show exactly what ingredients and sources create our food by including more informative food labels. In fact, 37% said they are willing to switch brands if their current brand does not provide them with the product information they seek. Intelligent brands who know fostering a relationship with the generation will be beneficial are prioritizing food transparency.
PICKUP OR DELIVERY?
Millennials are skipping traditional grocery stores or spending less on groceries than in the past. Stores are evolving their services in an attempt to gain millennials business. Kroger and Walmart, among others, now offer customers the option to order groceries online and then pick them up at their convenience. Customers don’t even have to get out of their cars—workers will load up their groceries for them.