millennial food and beverage preferences...millennials & food healthy, natural food cooking and...
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Millennial Food and Beverage Preferences: A Deep Dive Into What They Really Think Based on What They Say and Do Online
Who We Are
@CBDMarketing
Founded in 1988
40 Employees, Woman-owned
HQ in Chicago
Dog-friendly
Full-service agency
Primarily B2B
Integrated strategies
Advanced listening, measurement and marketing automation
CBD Marketing: Market What’s Meaningful
@SarahFlagg1
Why are we obsessed with Millennials?
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Diverse and mysterious because of their age range
18 – 35 Younger Millennials may be in college or still living at home
Mid-range are out of school, in the workforce
Older Millennials may be buying homes and starting families
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Together, they represent large portion of population and buying power.
¼ of population
$10 trillion lifetime buying power
It’s a mistake to treat them as one unit, but they do have some similarities
Technology savvy
Share thoughts and buying habits freely and frequently
81.3M
$200B
11 million 25-34 are parents
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They share thoughts and buying habits freely and frequently
August 2016 – August 2017 in the US
Analyzed 12,491,797 social posts from millennials Demographics and sources
Trending topics and themes
Sentiment of product attributes
Popular brands and hashtags
Compared US and UK millennial sentiments
Data Set
Food Beverage Supplements
8,651,770 2,166,885 1,673,142
Conversation Demographics
30%
21%
14% 10% 8%
4% 4% 4% 2% 2%
Caucasian Women Talking the Most
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Women: 62% Men: 38%
68%
11%
9%
8% 4%
Caucasian African American
Asian Hispanic
American Indian
Conversation Demographics
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Where they’re speaking
1. Social media comprised 83% of posts analyzed
2. Apps and domains
*Stats via ComScore and Ignite Visibility
0 5 10 15 20 25 30 35
Snapchat
Tumblr
Hours/Month
Conversation Demographics
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Apps and domains
Amazon
Medium
Food 52
Whole Foods Magazine
BuzzFeed
Especially the comments
Millennial Preferences:
Millennials & Food
Healthy, natural food
Cooking and meal prep
Alternative distribution
Meal services, grocery delivery
Environmentally-conscious
Smoothies, breakfast
Cultural foods: Indian, Scandinavian
Dieting, fat-free
TV dinners, Hamburger Helper
Wal-Mart, multi-purpose grocery stores
Exceptions are Whole Foods, Trader Joe’s
Lack of transparency
Cravings, snacks
Steak and potatoes
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Health Drives Millennial Food Conversations
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Representative Post Samples
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Millennials & Supplements
Nutritional powders and gummies
Protein (especially plant-based)
Clean label; sustainable sourcing
Whey – for body builders and older millennials
Pills
Weight-loss
Impure ingredients
Whey – for women and younger millennials
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Shakes, Smoothies Prevalent in Social Images
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Millennials & Supplements
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19
79,000 Pill
mentions
797,390 Powder
mentions
Probiotics Protein
Kefir
Kombucha Vitamin E
Vitamin C
Vitamin D Matcha
Pea
Plant-based Superfoods Work
Useful
Suffered Get toned Important for health
Make you sick
Level
Toxic
Vitamins Essential vitamin
Quality
Best nutritional supplement
Alternative source
Antioxidant Dangerous
Mood swings
Post-workout
Migraines Before hitting the gym
shake smoothie
Protein Powder is Most Popular Supplement
Millennials & Beverages
Water: flavored, sparkling, plain
Plant-based milks
Better for you: energy, immunity, digestive
Alternative juices: aloe, coconut and juice blends
Teas: green tea, kombucha
Cold brew coffee
Soda
1998 – 54 gallons/year
2016 – 38 gallons/year
Dairy milk
1976 – 30 gallons/year
2016 – 18 gallons/year
Diet shakes
Cranberry juice, apple juice, OJ
Plain coffee
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Millennials & Beverages
Representative Post Samples
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Representative Post Samples
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What Millennials Look for: Product Attributes and Trends
Price, Packaging Among Smallest Considerations
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Customer Journey: Focus on the Before
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Key Similarities & Differences Between US and UK Millennials
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Most Common Food Brands: US and UK Comparison
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UK US
Most Common Hashtags Across US and UK
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Food Beverages
Top Takeaways
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Millennial preferences will drive product and company changes.
Formulation changes
Calorie and sugar reduction
Ethical stances on issues
5 Action Steps to do Today
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Provide content and education to help decision-making process
Search for conversation about your brand outside of your platforms
Use industry hashtags and influencers to spot trends
Be authentic and transparent; utilize a consistent brand voice
Delve into nuances between millennial subgroups to better understand this group
Questions?
Thank you!