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/725016
Merchandising: This group buys specialty foods to share with others. They like to entertain and plan parties for family and friends and they look for products to help them impress guests. Product Development: Millennials are the most adventurous with their diets: 80 percent report trying an alternative diet like high protein or low sugar. Positioning: To millennials, a company's values matter just as much as the products they make. But the position companies espouse must be genuine; this group is suspi- cious of marketing ploys. Marketing: Restaurants and retailers need to have a social- media presence across platforms to connect with millenni- als. They are the most likely generation to use social media to talk/learn about food and places where they can eat or shop. Service: Millennials report that they would like retail staff to educate them about specialty foods. They are also the most likely consumer group to ask about recipes or preparation techniques. GENERATION X Nearly two-thirds of Gen Xers report buying specialty foods. These consumers use specialty foods daily, in equal amounts for meals and treats. They do seek out convenience during meal preparation and will turn to kits or packaged sauces. Gen Xers, who are bet- ween the ages of 40 and 51, are becoming more health- focused as they age. They are the most likely consumer group to look for quality ingredients on packaging and they are the most likely to shop for fresh foods at farmers markets. WHO BUYS SPECIALTY FOODS? ATTITUDES AND HABITS: KEY OPPORTUNITIES How Millennials Use Specialty Foods: Everyday meals or snacking; treats; gifts; to serve guests; for special occasions; to share at the office. Most Likely to Shop at: Natural food stores; mass merchants; club stores; specialty food stores; online; convenience stores; department stores; and other outlets. Purchase Drivers: Impulse; convenience; social or environmental concerns; to entertain or impress. Millennials make up the bulk of the core special- ty food consumer group. They purchase special- ty foods in the largest number of categories. These shoppers buy a lot of snacks and treats but, based on their high incidence of purchasing items like meat, poultry, and seafood, and seasonings and spices, they are doing some at-home cooking too. Respondents reported that they use specialty foods both for everyday meals and indulgences. They also use specialty foods for the largest array of reasons, to enjoy personally or to share with others. Millennials shop for specialty foods through an assortment of retailers. These products are a part of their lives and this convenience-oriented group expects to find these foods wherever they are shopping. MILLENNIALS WHO BUYS SPECIALTY FOODS? C4 TODAY'S SPECIALTY FOOD CONSUMER 2016