Specialty Food Magazine is the leading publication for retailers, manufacturers and foodservice professionals in the specialty food trade. It provides news, trends and business-building insights that help readers keep their businesses competitive.
Issue link: https://www.e-digitaleditions.com/i/567722
WHAT SPECIALTY FOOD CONSUMERS BUY AND WHY C4 ❘ TODAY'S SPECIALTY FOOD CONSUMER Source: Mintel/Spins/IRI Millennials are more likely than other generations to say they purchased specialty foods from the largest range of segments. Looking deeper at the differences in purchasing between younger and older millennials paints a clearer picture of how this group's needs are shifting as they age. Snacks and sweets, like ice cream, chocolate, cookies, and snack bars, rank high among 18- to 24-year-olds, while consumers 25–44 are more inclined to shop for specialty kitchen staples, such as meat and poultry, cooking sauces, rice and grains, and yogurt. This is likely due to the fact that many millennials are starting families. • Millennials buy from the largest array of segments, predominantly snacks and treats. But as they age they are buying more everyday items for meal prep and seek ideas on how to use them. • While consumers overall are becoming more aware of sweets intake, the top five specialty food segments include ice cream, chocolate, and cookies. Indulgence is still a big draw, something to keep in mind in product development and merchandising. • Millennials are starting to have families, opening new marketing opportunities. KEY OPPORTUNITIES WHO'S BUYING WHAT? Ice cream and frozen desserts Chocolate Cookies, brownies, cakes, and pies Pasta Yogurt and kefir Nuts, seeds, dried fruits, and vegetables Pasta and pizza sauces Salty snacks Dairy and dairy alternatives Snack bars Alcoholic and non-alcoholic beverages Cereal Grains and rice Cooking sauces and marinades Frozen meals Coffee, coffee substitutes, and cocoa Oils and vinegars Tea Meat, poultry, and seafood Salsas and dips Baking mixes and flours Cheese and cheese alternatives Chocolate 2 3 4 5 1 Cheese and cheese alternatives 34% Ice cream and frozen desserts 34% Chocolate 31% Coffee, coffee substitutes, and cocoa 29% Cookies, brownies, cakes, and pies 28% THE TOP FIVE MOST PURCHASED SEGMENTS Here is a breakdown of the segments that have the highest incidence of purchase, by generation. ? 21-38 MILLENNIALS 39-50 51-69 GENERATION X BABY BOOMERS What drives specialty food consumers to purchase a food or beverage? Simply, the desire to try new things, according to two-thirds of respondents. Quality and health are also important drivers, and to these consumers, health increasingly refers to the absence of artificial ingredients. THE WHY BEHIND THE BUY