Millennials are now the spotlight in the food industry. Brands and marketers are interested in their thoughts on the ingredients that could become the next big, natural food trend in the industry.
While conducting any study or survey regarding food trends, the “Trendsetter Foodie” group is supposed to be the most important as their choices could be game changers in future. Packaged Facts has released a report that shows how millennials make up the single largest section of the Trendsetter Foodie population at 36% while baby boomers stand at 32%, which isn’t a wide margin. Food companies and retailers should take note of these figures because both of these demographics will influence the next big trends in natural food.
Trendsetter Foodies – Millennials and Boomers
Millennials are young and have lower earnings, which means their buying capacity is less than older shoppers. The report said Trendsetter Foodies have a household income either below $50,000 or above $150,000. Millennials rule the roost in the former group while baby boomers the latter. But then again, if the general or non-Foodie population is taken into account, boomers and millennials have more or less similar choices regarding food. It is an interesting trend spotted among boomers which include anyone between the ages of 50 and 69 in the report. They are probably female, non-Hispanic white, live in relatively small households in smaller cities, towns or rural areas, and might not be employed full time. Even though calories aren’t their only concern, they are more likely to go on a diet on an ongoing basis to lose weight. Boomers don’t prefer gourmet, foreign and heavily spiced foods as compared to millennials. Unhealthy foods and those with artificial additives are a strict no-no for them.
A Wake-up Call for the Food Industry
Brands and retailers will do well to remember this vital segment of the market while messaging and designing food products. Trendsetting boomers and millennials like organic food but marketing items preferred by boomers, at first, could be more beneficial. As for retailers, implications for in-store messaging are a possibility just like targeted sale specials meant for boomers via weekly flyers. Millennials are essential but not the sole determining factor of natural food trends.
To put it in a nutshell, we can’t predict which way natural food trends will sway, which makes it all the more necessary to study and analyze the data correctly before significant decisions are implemented.
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