Meat+Poultry - August 2018 - 68

MARKETING TRENDS

Getting.social.with

MILLENNIALS
The largest living generation has spending and
eating habits unlike the generations before them
BY J E N N I FE R B A R N E T T F OX | m e a t p o u l t r y @ s o s l a n d.c o m

S
When
comparing
the food
purchasing
habits of
millennials
to other
generations,
millennials
exhibit an
increased
preference for
convenience.

MEAT+ POULTRY | 08.18 | www.meatpoultry.com

When comparing the food purchasing
habits to other generations, millennials exhibit
an increased preference for convenience. The
greatest share of millennial food spending goes
toward ready-to-eat foods, with an emphasis
on fresh, healthy options, according to the
US Dept. of Agriculture's (USDA) "Food
Purchase Decisions of Millennial Households
Compared to Other Generations," December
2017. A preference for convenience finds
this demographic skewing toward products
that require a minimum of time spent on
preparation, presentation and cleanup. USDA
found millennials spend 55 minutes less on
food prep compared to members of Gen X, and
nearly two-thirds of the group cited purchasing
prepared food in the prior seven days.
While the purchase and consumption of
food away from home accounts for the largest
portion of millennial food budgets, this group
is beginning to broaden their definition of
food away from home to include in-store
purchases of prepared food items that require
minimal preparation and feature an element
of the experiential.

WHAT'S THE STORY?
Millennials seeking out the experiential look
for bold, innovative flavors and desire to know
the story behind a product. This is a group who
seeks transparency from those they purchase
from and who want to connect with producers
and manufacturers through storytelling. When
purchasing a prepared meal or quick snack,
millennials seek out options that support local
producers and they look for products with
a "feel good" element. Whether in search of
a quick meal or an option requiring minimal

bigacis/Shutterstock.com,WAYHOME studio/Shutterstock.com

68

tep aside baby boomers. Millennials
are now the largest living generation
and their spending habits and influence
signal significant changes in consumer
spending and are altering the retail landscape.
Born between 1981 and the mid-2000s, this
generation's sheer size promises to be a longterm disruptor of the status quo. To date, the
influence of millennials is triggering changes in
everything from workplace cultures to where
and how consumers buy and shop for food.
Significant differences within this highly
educated demographic correlate to when the
group came of age. The impacts of weathering
the effects of a recession continue to impact
the shopping habits of the oldest millennials
as compared to younger millennials who have
experienced fewer challenges finding a job,
according to the Bureau of Labor Statistics'
"Fun Facts About Millennials: Comparing
Expenditure Patterns from the Latest through
the Greatest Generation," March 2018.
Considered the most-diverse generation
to date, millennials, who became
adults at the turn of the millennium,
are challenging to lump into
convenient categories,
particularly when compared
to the buying habits,
preferences and behaviors
of previous generations.
This group ranges from
recent college graduates who
still live at home to older
millennials who are now
around 37 years old, many of
which head a household that
includes multiple children.


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Table of Contents for the Digital Edition of Meat+Poultry - August 2018

http://digital.meatpoultry.com/sosland/mp/2019_07_11
http://digital.meatpoultry.com/sosland/mp/2019_06_01
http://digital.meatpoultry.com/sosland/mp/2019_05_01
http://digital.meatpoultry.com/sosland/mp/2019_04_01
http://digital.meatpoultry.com/sosland/mp/2019_03_01
http://digital.meatpoultry.com/sosland/mp/2019_02_01
http://digital.meatpoultry.com/sosland/mp/2019_01_01
http://digital.meatpoultry.com/sosland/mp/2018_12_01
http://digital.meatpoultry.com/sosland/mp/2018_11_01
http://digital.meatpoultry.com/sosland/mp/2018_10_01
http://digital.meatpoultry.com/sosland/mp/2018_09_01
http://digital.meatpoultry.com/sosland/mp/2018_08_01
http://digital.meatpoultry.com/sosland/mp/2018_07_01
http://digital.meatpoultry.com/sosland/mp/2018_06_01
http://digital.meatpoultry.com/sosland/mp/2018_05_01
http://digital.meatpoultry.com/sosland/mp/2018_04_01
http://digital.meatpoultry.com/sosland/mp/2018_03_01
http://www.nxtbook.com/sosland/mp/2018_02_01
http://www.nxtbook.com/sosland/mp/2018_01_01
http://www.nxtbook.com/sosland/mp/2017_12_01
http://www.nxtbook.com/sosland/mp/2017_11_01
http://www.nxtbook.com/sosland/mp/2017_10_01
http://www.nxtbook.com/sosland/mp/2017_09_01
http://www.nxtbook.com/sosland/mp/2017_08_01
http://www.nxtbook.com/sosland/mp/2017_07_01
http://www.nxtbook.com/sosland/mp/2017_06_01
http://www.nxtbook.com/sosland/mp/2017_05_01
http://www.nxtbook.com/sosland/mp/2017_04_01
http://www.nxtbook.com/sosland/mp/2017_03_01
http://www.nxtbook.com/sosland/mp/2017_02_01
http://www.nxtbook.com/sosland/mp/2017_01_01
http://www.nxtbook.com/sosland/mp/2016_12_01
http://www.nxtbook.com/sosland/mp/2016_11_01
http://www.nxtbook.com/sosland/mp/2016_10_01
http://www.nxtbook.com/sosland/mp/2016_09_01
http://www.nxtbook.com/sosland/mp/2016_08_01
http://www.nxtbook.com/sosland/mp/2016_07_01
http://www.nxtbook.com/sosland/mp/2016_06_01
http://www.nxtbook.com/sosland/mp/2016_05_01
http://www.nxtbook.com/sosland/mp/2016_04_01
http://www.nxtbook.com/sosland/mp/2016_03_01
http://www.nxtbook.com/sosland/mp/2016_02_01
http://www.nxtbook.com/sosland/mp/2016_01_01
http://www.nxtbook.com/sosland/mp/2015_12_01
http://www.nxtbook.com/sosland/mp/2015_11_01
http://www.nxtbook.com/sosland/mp/2015_10_01
http://www.nxtbook.com/sosland/mp/2015_09_01
http://www.nxtbook.com/sosland/mp/2015_08_01
http://www.nxtbook.com/sosland/mp/2015_07_01
http://www.nxtbook.com/sosland/mp/2015_06_01
http://www.nxtbook.com/sosland/mp/2015_05_01
http://www.nxtbook.com/sosland/mp/2015_04_01
http://www.nxtbook.com/sosland/mp/2015_03_01
http://www.nxtbook.com/sosland/mp/2015_02_01
http://www.nxtbook.com/sosland/mp/2015_01_01_mp
http://www.nxtbook.com/sosland/mp/2014_12_01
http://www.nxtbook.com/sosland/mp/2014_11_01
http://www.nxtbook.com/sosland/mp/2014_10_01
http://www.nxtbook.com/sosland/mp/2014_09_01
http://www.nxtbook.com/sosland/mp/2014_08_01
http://www.nxtbook.com/sosland/mp/2014_07_01
http://www.nxtbook.com/sosland/mp/2014_06_01
http://www.nxtbook.com/sosland/mp/2014_05_01
http://www.nxtbook.com/sosland/mp/2014_04_01
http://www.nxtbook.com/sosland/mp/2014_03_01
http://www.nxtbook.com/sosland/mp/2014_02_01
http://www.nxtbook.com/sosland/mp/2014_01_01
http://www.nxtbook.com/sosland/mp/2013_12_01
http://www.nxtbook.com/sosland/mp/2013_11_01
http://www.nxtbook.com/sosland/mp/2013_10_01
http://www.nxtbook.com/sosland/mp/2013_09_01
http://www.nxtbook.com/sosland/mp/2013_08_01
http://www.nxtbook.com/sosland/mp/2013_07_01
http://www.nxtbook.com/sosland/mp/2013_06_01
http://www.nxtbook.com/sosland/mp/2013_05_01
http://www.nxtbook.com/sosland/mp/2013_04_01
http://www.nxtbook.com/sosland/mp/2013_03_01
http://www.nxtbook.com/sosland/mp/2013_02_01
http://www.nxtbook.com/sosland/mp/2013_01_01
http://www.nxtbook.com/sosland/mp/2012_12_01
http://www.nxtbook.com/sosland/mp/2012_11_01
http://www.nxtbook.com/sosland/mp/2012_10_01
http://www.nxtbook.com/sosland/mp/2012_09_01
http://www.nxtbook.com/sosland/mp/2012_08_01
http://www.nxtbook.com/sosland/mp/2012_07_01
http://www.nxtbook.com/sosland/mp/2012_06_01
http://www.nxtbook.com/sosland/mp/2012_05_01
http://www.nxtbook.com/sosland/mp/2012_04_01
http://www.nxtbook.com/sosland/mp/2012_03_01
http://www.nxtbook.com/sosland/mp/2012_02_01
http://www.nxtbook.com/sosland/mp/2012_01_01
http://www.nxtbook.com/sosland/mp/2011_12_01
http://www.nxtbook.com/sosland/mp/2011_11_01
http://www.nxtbook.com/sosland/mp/2011_10_01
http://www.nxtbook.com/sosland/mp/2011_09_01
http://www.nxtbook.com/sosland/mp/2011_08_01
http://www.nxtbook.com/sosland/mp/2011_07_01
http://www.nxtbook.com/sosland/mp/2011_06_01
http://www.nxtbook.com/sosland/mp/2011_05_01
http://www.nxtbook.com/sosland/mp/2011_04_01
http://www.nxtbook.com/sosland/mp/2011_03_01
http://www.nxtbook.com/sosland/mp/2011_02_01
http://www.nxtbook.com/sosland/mp/2011_01_01
http://www.nxtbook.com/sosland/mp/2010_12_01
http://www.nxtbook.com/sosland/mp/2010_11_01
http://www.nxtbook.com/sosland/mp/2010_10_01
http://www.nxtbook.com/sosland/mp/2010_09_01
http://digital.meatpoultry.com/sosland/mp/2010_08_01
http://digital.meatpoultry.com/sosland/mp/2010_07_01
http://digital.meatpoultry.com/sosland/mp/2010_06_01
http://digital.meatpoultry.com/sosland/mp/2010_05_01
http://digital.meatpoultry.com/sosland/mp/2010_04_01
http://digital.meatpoultry.com/sosland/mp/2010_03_01
http://digital.meatpoultry.com/sosland/mp/2010_02_01
http://digital.meatpoultry.com/sosland/mp/2010_01_01
http://digital.meatpoultry.com/sosland/mp/2009_12_01
http://digital.meatpoultry.com/sosland/mp/2009_11_01
http://digital.meatpoultry.com/sosland/mp/2009_10_01
http://digital.meatpoultry.com/sosland/mp/2009_09_01
http://digital.meatpoultry.com/sosland/mp/2009_08_01
http://digital.meatpoultry.com/sosland/mp/2009_07_01
http://digital.meatpoultry.com/sosland/mp/2009_06_01
http://digital.meatpoultry.com/sosland/mp/2009_05_01
http://digital.meatpoultry.com/sosland/mp/2009_04_01
http://digital.meatpoultry.com/sosland/mp/2009_03_01
http://digital.meatpoultry.com/sosland/mp/2009_02_01
http://digital.meatpoultry.com/sosland/mp/2009_01_01
http://digital.meatpoultry.com/sosland/mp/2008_12_01
http://digital.meatpoultry.com/sosland/mp/2008_11_01
http://digital.meatpoultry.com/sosland/mp/2008_10_01
http://digital.meatpoultry.com/sosland/mp/2008_09_01
http://digital.meatpoultry.com/sosland/mp/2008_08_01
http://digital.meatpoultry.com/sosland/mp/2008_07_01
http://digital.meatpoultry.com/sosland/mp/2008_06_01
http://digital.meatpoultry.com/sosland/mp/2008_05_01
http://digital.meatpoultry.com/sosland/mp/2008_04_01
http://digital.meatpoultry.com/sosland/mp/2008_03_01
http://digital.meatpoultry.com/sosland/mp/2008_02_01
http://digital.meatpoultry.com/sosland/mp/2008_01_01
http://digital.meatpoultry.com/sosland/mp/2007_12_01
http://digital.meatpoultry.com/sosland/mp/2007_11_01
http://digital.meatpoultry.com/sosland/mp/2007_10_01
http://digital.meatpoultry.com/sosland/mp/2007_09_01
http://digital.meatpoultry.com/sosland/mp/2007_08_01
http://digital.meatpoultry.com/sosland/mp/2007_07_01
http://digital.meatpoultry.com/sosland/mp/2007_06_01
http://digital.meatpoultry.com/sosland/mp/2007_05_01
http://digital.meatpoultry.com/sosland/mp/2007_04_01
http://digital.meatpoultry.com/sosland/mp/2007_03_01
http://digital.meatpoultry.com/sosland/mp/2007_02_01
http://digital.meatpoultry.com/sosland/mp/2007_01_01
http://digital.meatpoultry.com/sosland/mp/2006_12_01
http://digital.meatpoultry.com/sosland/mp/2006_11_01
http://digital.meatpoultry.com/sosland/mp/2006_10_01
http://digital.meatpoultry.com/sosland/mp/2006_09_01
http://digital.meatpoultry.com/sosland/mp/2006_08_01
http://digital.meatpoultry.com/sosland/mp/2006_07_01
http://digital.meatpoultry.com/sosland/mp/2006_06_01
http://digital.meatpoultry.com/sosland/mp/2006_05_01
http://digital.meatpoultry.com/sosland/mp/2006_04_01
http://digital.meatpoultry.com/sosland/mp/2006_03_01
http://digital.meatpoultry.com/sosland/mp/2006_02_01
http://digital.meatpoultry.com/sosland/mp/2006_01_01
http://digital.meatpoultry.com/sosland/mp/2005_12_01
http://digital.meatpoultry.com/sosland/mp/2005_11_01
http://digital.meatpoultry.com/sosland/mp/2005_10_01
http://digital.meatpoultry.com/sosland/mp/2005_09_01
http://digital.meatpoultry.com/sosland/mp/2005_08_01
http://digital.meatpoultry.com/sosland/mp/2005_07_01
http://digital.meatpoultry.com/sosland/mp/2005_06_01
http://digital.meatpoultry.com/sosland/mp/2005_05_01
http://digital.meatpoultry.com/sosland/mp/2005_04_01
http://digital.meatpoultry.com/sosland/mp/2005_03_01
http://digital.meatpoultry.com/sosland/mp/2005_02_01
http://digital.meatpoultry.com/sosland/mp/2005_01_01
http://digital.meatpoultry.com/sosland/mp/2004_12_01
http://digital.meatpoultry.com/sosland/mp/2004_11_01
http://digital.meatpoultry.com/sosland/mp/2004_10_01
http://digital.meatpoultry.com/sosland/mp/2004_09_01
http://digital.meatpoultry.com/sosland/mp/2004_08_01
http://digital.meatpoultry.com/sosland/mp/2004_07_01
http://digital.meatpoultry.com/sosland/mp/2004_06_01
http://digital.meatpoultry.com/sosland/mp/2004_05_01
http://digital.meatpoultry.com/sosland/mp/2004_04_01
http://digital.meatpoultry.com/sosland/mp/2004_03_01
http://digital.meatpoultry.com/sosland/mp/2004_02_01
http://digital.meatpoultry.com/sosland/mp/2004_01_01
http://digital.meatpoultry.com/sosland/mp/2003_12_01
http://digital.meatpoultry.com/sosland/mp/2003_10_01
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