Baking&Snack - March 2013 - 64

GENERATIONAL MARKETING

than other segments, so they are
looking closely at low everyday pricing and value image,” Ms. Viamari
observed. “They shop the drug channel because it is very convenient.”
With strapped bank accounts, busy
schedules and growing families, millennials seek convenience from drug
stores and great value from mass retailers and supercenters.
Baby boomers, on the other hand,
search for a great price but not nec-

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essarily the bulk or noise of mass
retailers or supercenters. Many baby
boomers today have reached the
empty-nest phase of their lives and
have no need for what these stores
offer. To get the kind of value they
need, more baby boomers are turning to dollar stores for grocery purchases. Dollar stores offer more concise choices and smaller shopping
environments that help older generations focus on their needs and get

Factoring in fun
While healthfulness
and price top the list of
concerns millennials
and baby boomers have
when purchasing food,
both generations still
expect fun from their food
choices. SymphonyIRI,
Chicago, found that
one-fourth of consumers
across all ages — millennials, generation X, young
boomers, old boomers,
seniors — eat indulgent
snacks every day, so there
is definitely opportunity for bakers and snack Despite concerns about health and prices, consumers
of all ages still want some fun when it comes to their
manufacturers to profit
and
from adding excitement to food, Foodsthey look for affordable ways to indulge.
Leclerc
the snack category.
“I would say the fun factor is more prevalent in younger
consumers and the health factor is more prevalent in the
older consumers, even though there is some overlap,
”
said Susan Viamari, editor of Times and Trends magazine
SymphonyIRI.
Sara Monnette, director of consumer research for
Technomic, Inc., Chicago, attributes this to the fact that
millennials and members of generation X tend to be more
adventurous in the foods they are willing to try and eat
regularly than their older counterparts. “Much of this is influenced by the fact that they have diverse social networks
and are more worldly in their travels than boomers were at
that point in life, she said.
”
This fun factor can come from creating exciting new
flavors or incorporating restaurant taste in a take-home
product. While consumers eat at home more, they still want
the excitement of eating out in their own kitchens.

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