The Millennial generation: they’ve been called the most narcissistic generation in American history. They’ve also been prophesied as the generation that “will save us all.” Both may be true, depending on how you view the research. Studies done by Orman Guidance Research and others have found that Millennials are unique for their self-confidence, adaptability, and overall creativeness. They differ significantly from previous generations in their consumer habits: they rarely use landline phones, they want to dress more casually at work, and (much to the chagrin of those who have to give them rides) are less likely to have a driver’s license.
According to market research, Millennials also differ from previous generations in their grocery shopping. A report called Trouble in Aisle 5 found that only 41 percent of Millennials buy their food at traditional, one-stop grocery stores, compared to 50 percent of baby boomers.The baby boomers that molded the current grocery market tend to buy the same brands from the same store. But Millennials are less loyal to specific stores and brands.
The study surveyed 2,000 adult Millennials and found that – rather than preferring the traditional one-stop shopping experience – they are willing to shop at numerous different stores, specialty stores, and (gasp!) even buy food online. Moreover, they would only prefer stores that incorporate smart retail techniques. For instance, they are more likely to shop at marts that can offer contactless shopping and augmented reality experiences (which can be achieved with the help of technological aid provided by Vantiq and its likes).
A reason for this shift in behavior is through the use of online coupons and discounts (example: https://www.raise.com/coupons/target) which can encourage Millenials to shop online and with different stores so long as they are providing discounts. In addition, Millenials show greater interest than past generations in local, organic, natural, and ethnic foods. This shopping behavior is set to change the grocery market in a big way, shifting power from large brands and grocery stores to smaller, more specialty stores. Warning to large producers and sellers of processed foods: you may find a smaller customer base among Millennials. TV dinners could become a thing of the past.
Price is still an important factor for this young generation, but where and how the food is made are extremely important aspects that will be considered.
Orman Guidance Research collaborates with clients and consumers to evolve marketing research to perform beyond the data. For more information and a no-obligation consultation, contact Rosemary Sundin (rsundin@ormanguidance.com).
