Food trends among millennials is driven by a passion for premium products. Social media has played a key role in enticing millennials with an evangelical spirit to try or consume food from across the world, thereby impacting the trends prevailing in the food industry.
Millennials have emerged as key influencers in regards to the revolutionary wave of new food products showcased on retail shelves. Of note, various factors influence the food industry. These factors are associated with not only the consumption patterns of millennials, but also their buying and dining patterns. In this regard, an overarching trend among millennials is the considerable decrease in grocery spending following an uptick in their spending on food away from home (FAFH).
On a marketing front, the millennial population is being considered a force to bank upon, most notably in mature economies such as the U.S. and Canada. As per the U.S. Census Bureau, 83.1 million citizens in the country were classified under the millennials category according to its estimates in 2015. This number reflectsa whopping fourth of the country’s total population. Synchronously, innovative food products with attractive packaging are being principally targeted at this segment of the population in this country.
A key trend that has shifted the food landscape at a global level is the prioritizing of convenient food. In this regard, the concept of food-to-go or ready-to-eat food consumption has been gaining immense popularity in the food industry. This development is underlined by shifting food consumption patterns, most notably in the field of artisanal food/cuisine and organic agriculture. Millennials’ shopping habits are observed to differ largely in comparison with that of baby boomers.
Millennials’ buying behavior
While baby boomers tend to buy food products at conventional supermarkets, the millennial buying behavior is characterized by the extensive employment of online shopping platforms. A key observation in the buying behavior of millennials is the preference of specialty food encompassing natural, organic, and ethnic food products, owing to their willingness and ability to spend more on food products that they value.
Apart from food products, the food industry has also witnessed a change in the various tools of communication, particularly in the field of marketing and sales. Food product manufacturers have stepped up to the task of catering to the varied demands of millennials. For instance, in 2018, MTR Foods Pvt Ltd., an Indian food products company, worked towards the creation of recipes that are Amazon Alexa friendly. The upshot of the strategic move was to capitalize on the need for personalized experience among consumers, most notably millennials, in regards to food consumption.
Per Grand View Research, food trends among millennials is anticipated to evolve concurrently with the emerging trends in the ready-to-eat food industry. The noticeable trends that have gripped the food industry pertaining to food consumption among millennials over the past few years are discussed below:
#1 – Flavor experimentation: A trend rebelling the concept of brand loyalty
The food industry has been witnessing revolutionary changes in consumption patterns, led by the millennial population with its growing interest in innovative food ingredients and flavors. This development is in reaction to young consumers’ increasing access to a wide spectrum of cuisines when compared to their preceding generations. Given this context, hybrid or fusion foods find a mention on top various food trends associated with millennials. Other food products that are being increasingly consumed by millennials, thereby altering the landscape of the food industry, are illustrated in the table below:
Food Products | Types |
Indian flavors | Naan, chutney, and curry dishes |
Fermented flavors | Kimchi, pickled vegetables, and kombucha |
Sweet & savory mashups | Jalapeno breakfast bars or bacon donuts |
Exotic peppers | Jalapeno, habanero, ancho, serrano, and chipotle |
In a bid to try a wide variety of cuisines from around the globe, a combination of various dishes is considered appealing to the adventuresome eaters. Some of the other gripping trends in this regard are indicative of an increase in the consumption of fusion treats including donuts,and sushi burritos to name a few. Social media has been offering the impetus required for the aforementioned food products to gain popularity. Some of the other products that have gained sustained importance among millennials across the globe include rolled ice cream, poke and exotic desserts.
#2 – Super premium soup: Sparking a nostalgic response
The obsession of millennials with healthy eating habits coupled with the need for a healthy lifestyle has necessitated healthier food products, including soups, as popular options. In this regard, super premium soups have emerged as a firm millennial favorite across the globe. While super premium soups include a variety of healthy or clean ingredients, they are also economical and deliver the option of an entire meal readily available for consumption. These food products also offer the required emotional response to millennials similar to the experience children have when savoring a bowl of chicken soup on any given day.
The increasing consumption of super premium soups has other generations, including the baby boomers, following their lead. In essence, the health benefits associated with super premium soups are expected to sustain their consumption among millennials throughout the next decade.
#3 – Flexitarianism: Placing meat consumption under scrutiny
Flexitarianism, also referred to as ‘casual vegetarianism’ highlights the intake of healthier meals, most notably plant-based food ingredients. While a flexitarian diet predominantly includes protein-filled foods such as beans, lentils, peas, seeds and nuts, it does not eliminate the intake of meat completely, much to the liking of the millennial mindset.
A flexitarian diet is widely accepted by millennials for its abundant source of soluble fiber. It is recommended as part of a balanced diet to bring about a considerable reduction in high levels of cholesterol among individuals. A flexitarian diet is principally popular among female millennials and is usually consumed in conjunction with everyday physical activity to lead healthy lifestyles. Furthermore, this development is fueled by recommendations across the world for reducing the risk of prostate or breast cancer.
#4 – Personalization: Embodying customized preferences
Millennials have cultivated their passion for customizable food options across the globe. It has been observed by food service outlets and quick service restaurants (QSRs) that millennials exact specifications in their food orders. While combo meals have come across as value pricing options to this emergent generation, there is a growing millennial trend to order food outside the combo offers to consume foods of their choice, thereby embodying their food preferences. This growth is also driven by the dietary restrictions and sensitivities associated with millennials. While these decisions are also medically-driven, at a macro level, they reflect a growing need for customized food consumption.
Per Grand View Research, the millennial generation cannot be considered a homogenous cohort given their food needs and personal preferences continuing to fragment. Such prospective developments underscore the need for food manufacturers to be more transparent in their approach in tandem with the typical millennial’s abundance of food choice.
Conclusion
Millennials are particular about their nutrient intake and tastes. This generation of consumers indicate a more conscious buying and consumption of food products. An important observation in this regard is millennials’ increasing willingness to pay for food products that symbolize transparency and authenticity. In essence, food trends among millennials are driven by emotional rather than material needs.
About the author
Senior Research Associate Dhanush Honnappa currently works at Grand View Research and has been an integral part of the Consumer Goods research domain. He has been instrumental in offering valuable insights for the industry. He has also authored a sizable number of reports pertaining to various industries including chemicals, metals, minerals and materials.
Dhanush began his career as an Associate prior to being promoted to the Senior Associate position. His expertise in assessing new market avenues has also aided in offering effective business solutions to the clients or stakeholders associated with the personal care industry.
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