A new generation of foodies
This group, aged between 15-34, are leading the way for new consumption patterns and culinary trends. Three attributes stand out as key drivers for this young generation of foodies: Freshness, Variety and exotic flavors, and Convenience.
The most important attribute for Millennials when shopping in retail is “freshness”. The term relates not only to when the food was prepared but also to aspects such as local production, an absence of “bad” or unknown ingredients, and minimal processing.
VARIETY & EXOTIC FLAVORS
Millennials are attracted to new and exciting flavors, such as ethnic cuisines and spicy offerings. The younger generation is more willing to experiment and they like to mix flavors and food styles.
Millennial consumers want to decide what to eat in the last minute. This is one of the reasons for why the ready-to-eat category is so popular amongst this target group. They are also changing consumption patterns - increasing importance of snacking over regular meals.