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Amuse-bouche (noun):

A single, bite-sized taste

We’re pleased to share a slice of our Millennial food insights with you. Our team of experts would be happy to serve up the full pie.

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Why Millennials?

This generation is changing food. They are/have:• Less brand loyal• More willing to engage in different

distribution models to find food• Higher expectations from food

producers• Seeking out diverse products/services;

not satisfied with the items their parents bought

It’s more than just what’s for dinner, it is:• Part of their personal brand• An experience • An avenue to show support for what

they care about3

Millennials, Overall

• Like to eat out; will splurge on a nice meal, even when money is tight

• Spend on technology-based services like Seamless, Uber Eats or TaskRabbit

• Highly sociable; dine out to socialize and catch up with friends

• Mostly single – empowered but looking (Tinder, OKCupid)

• Smart shopper; use their purchasing power to get the best deals (Yelp check-in, Groupon)

• Can see through bogus claims; look for authenticity and products that personalize, curate and care

• Seek ways to unleash their potential (as a voice, influencer, activist)

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INSIGHT 1

Happy Meals: Millennials Balance Health, Sustainability and Satisfaction

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Photo © gpointstudio / Shutterstock

• When making food purchasing decisions, family satisfaction reigns supreme (96%)

• But Millennials also consider health and nutrition (87%) and sustainability (77%) important factors

• Food issues most important to Millennials include:

• Nutritional value, food safety, animal welfare and protecting natural resources

INSIGHT 2

Food Networks: Millennials Influenced by Those Closest to Them

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• Majority of Americans say they are influenced by their spouse or partner to make food purchasing decisions

– But, Millennials are more influenced by friends, parents and food companies

• Americans say they use online and social media to get recipes and ideas and to download coupons

– Yet, Millennials see social media as a way to share information with their networks

Photo © Jacob Lund / Shutterstock

• Food-related topics accounted for 52% of the world’s most viral content

– Shared social media content helps Millennials relive certain moments and experiences

– While attending food & beverage festivals, 85% of millennials will post photos of their favorite moments; 84% of the food itself

• Visual content is the most shareable

– Short videos transcend platforms — consumers share original videos across multiple social media accounts

Photo © The Fit Foodie

INSIGHT 3

Insta Meals: Millennials Seek Visual Content for Easy Digital Sharing

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• Millennials use food as a method of personal storytelling and self-expression

– Range of social media platforms allow them to instantly snap pictures of their plates, follow favorite food blogs and check in at the trendiest, newest restaurants

• As Millennials travel overseas and seek a variety of experiences, this quest for adventure extends to food

• They value authenticity above almost all else

Photo © My Fitness Pal

INSIGHT 4

Cuisine Bling: Millennials See Food as Extension of Personal Brand

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• The smartphone is becoming the ultimate sous-chef for millennials

– Millennials prefer the culinary process as much as the finished dish — they want to dive into everything, experiment with new recipes and learn new skills

• Deciding what to cook is their least favorite part of cooking– Millennials seek tried and true recipes (“Best recipes” search

on YouTube is up 48% year over year) as well as helpful cooking advice and food hacks to simplify

– Most important is adding a personal touch to make a recipe unique to them — they aren’t discouraged when the finished dish isn’t perfect

Photo © Future Republic / Getty Images

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INSIGHT 5

Supper via Smartphone: Millennials Drive the Digital Cooking Revolution

• Millennials define craft as small, independent, high quality and local

• Millennials look for better quality, more variety, consistent availability on premise, more flavor options and more seasonal offerings

– Millennials seek a more personal connection with the products they buy and craft fulfills this

– Transparency is key to Millennials, so they choose craft for the high-quality ingredients over mass-produced beer brands

– Millennials, who seek strong value, not always lower cost, view craft beer as an affordable luxury

Photo © Brew Republic

INSIGHT 6

Craft Beer & Beyond: Millennials Seek Independent, Transparent Options

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• Millennials seek food credibility, authenticity of ingredients and convenience

– Millennials drive restaurant evolution: customized menu, online ordering/app, unique foods and flavors

– Millennials have the power to boost or cripple the restaurant business

– Although annual restaurant visits are down by 21% over the last seven years, Millennials have driven significant traffic and revenue increases at “relatively inexpensive brands” like Chipotle, Panera and Starbucks

Photo © Nation’s Restaurant News

INSIGHT 7

Fast Foodies: Millennials Push for Innovation in QSR

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For our full plate of insights or for a custom presentation, contact:cone@conecomm.com

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What does this mean for you?