instore - June 2016 - (Page 24)
Marketing
to
smaller households
by Stephanie DeCamp
Small households loom big in the
near future, as studies show that
Gen-x and millennials aren't staying
single - they're just marrying later
S
ingles are not the new normal; they're just a bigger piece of the
pie. According to analyzation of United States Census Bureau
data by both the American Marketing Association and Acosta
Marketing, the biggest piece still is, and will continue to be, the smaller,
familial household. Here's what the numbers have to say.
As compared to the 1950s, that classic fallback of Americana comparison, today's is a very different average household that we market to.
These days, the Census Bureau says that married couples without kids
outnumber those with kids by almost 10 percent, the number of single
24 * JUNE 2016 * instore
households has nearly tripled, and any female head of household is far
more likely to be out winning bread than inside making it.
This bodes very well for those purveyors of fresh and prepared foods,
who have increasingly geared their marketing efforts toward singles.
But there's more to those Census statistics than you might think - the
sea change, as it were, is not in the rising number of single households.
That number is leveling off, and the industry ignores the traditional
family at its own peril. Because at the end of the day, it's not that people
- especially millennials - are choosing not to get married and have
children anymore. They're simply doing it later in life.
Let's look at the 1950s again. Back then, the median age (median being
the middle point of a number set, in which half the numbers are above
the median and half are below) of women who were married was
20 years old, and the median for men was 22. That number has been
steadily increasing ever since: in 2014, those numbers were 27 and 29.
WAVEBREAKMEDIAMICRO - FOTOLIA / ADOBE STOCK
feature
Table of Contents for the Digital Edition of instore - June 2016
instore - June 2016
Editor's Note - Retail Foodservice: Here's your chance
Table of Contents
News - On our radar
Feature - Prepared and growing
Spotlight - By the numbers: Pizza
Cover story - Prepared for the holidays
Commissary Insider - Insight Insider: Bimmy's boasts food 'made with love'
Food Safety: Creating a food safety culture
Equipment: Success with spiral refrigeration systems
Best labeling practices: How do you show you’re non-GMO?
Operations and logistics: The importance of preventative maintenance
Specialty Insights - Consider Olives & Antipasta
Feature - Marketing to smaller households
Product Knowledge - Need to Know: Holiday pies
Equipment & Packaging - Latest Innovation: Slicing equipment
Merchandising - On display: Holiday gifts
Product Trends - First to Market
Product Showcase
Ad Index
instore - June 2016
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