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consumer insights Millennials The exact range of years for the millennial generation varies depending on who you ask or which resource you use. It roughly falls into children born between 1977 and 2000. Many view millennials as the generation moving back in with their parents and staying there out of laziness and a lack of motivation. While this is true in some instances, and occurs across all generations, the fact remains that there are about 80 million millennials. They outnumber the baby boomers and there are three times more of them than Generation X. They will eventually make up the bulk of buying customers. Traditional grocery stores need to keep millennials interested in what they offer to make sure that millennials come back tomorrow, and well into the future. "Millennials are just as comfortable doing their grocery shopping at a Club Store or Amazon as they are at a traditional grocery store," says Christine Haskins, vice president of customer experience and innovation process consultant at Ideas To Go, a consulting firm specializing in marketing strategies for Fortune 500 companies. The willingness of millennials to explore food options beyond the traditional grocery store means retailers must find ways to not only draw them in to shop and be loyal, but relate to them. Excitement and Value An experiential dish or product will get millennials to give your store a chance, and it will keep them coming According to Ideas To Go research, millennials want their life to be it unique and real, says Susan Their interest in traveling abroad surpasses any other generation's by Robertson, principal and innova- 23 percent. Seventy percent want to visit all seven continents and 75 tion process consultant at Ideas percent enjoy foods from cultures not their own. Making exciting and To Go. "Even though most compa- culturally diverse options a part of your deli, bakery and foodservice nies understand that 'experience' departments will attract millennial shoppers, but the options will not is worth pursuing, many fall into work as well if they're adjusted versions to cut costs. 23% back for more, but you must make exiting. They're always looking for new places to visit and experience. Millennials' interest in studying abroad surpasses any other generation's by the trap of watering down a unique and Millennial-relevant idea into just The willingness of millennials to explore food options beyond the traditional grocery store means retailers must find ways to not only draw them in to shop and be loyal, but relate to them. another offering that already exists." Making a quality, experiential product mesh with your current production capabilities by changing the vision 70% of millennials want to visit all seven continents. 75% of millennials enjoy foods from cultures that are not their own. slightly to fit will cause the idea to lose its wow factor. Before spending extra money on a product or service, check with a few millennial customers to make sure you avoid the water down effect, and move forward with the most potent ideas, Robertson says. "For a millennial consumer, it's an act of good faith to reach out and listen to what they have to say." 20 * JAN + FEB 2015 * instore

Table of Contents for the Digital Edition of instore - Jan + Feb 2015

instore - Jan + Feb 2015
Editor's Note - Unlocking the Door to Profit
What's Ahead
Table of Contents
News - On Our Radar
Shopper Demographics - Trending Cake
Trendspotting: Fondant Cakes
Trending - Deli Prepared Chicken
Trendspotting - Rotisserie Chicken
Consumer Insights - Millenials
Diet Trends - Gluten-free
Merchandising - The Haggan Experience
Seasonal Promotions - Summer Occasions
Specialty Foods - Health + Flavor
Cakes - Step to the Head of the Class
Foodservice - Stop & Shop Redefines Dining
Specialty Cheese - Snacking Cheese Ideas
Packaging - Safety & Convenience
Product Trends
Product Showcase
Next Up/Ad Index

instore - Jan + Feb 2015