Nancy Kruse - Spotting Millennial Food Trends
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The document outlines five key food trends impacting millennials, including the rise of high-protein diets, the concept of 'snackification', food activism, the popularity of vegetables, and a shift towards real foods. It highlights the growing demand for health-conscious and ethically sourced options among younger consumers. The implications suggest opportunities for marketers to cater to these evolving preferences while being mindful of changing guidelines and consumer sentiments.
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Nancy Kruse - Spotting Millennial Food Trends
- 1. Spotting Millennial Food Trends: Five to Monitor Prepared for 13th Annual Stakeholders Summit May 8, 2014
- 2. 5 Food Trends Objectives • Survey critical issues, opportunities • Focus on long-term trends • Analyze implications 2
- 3. 5 Food Trends Agenda • Protein Power • Veggie Chic • Super Snacks • Hot Buttons • Real Food 3
- 4. Trend 1: Protein Power • Retail Grocery: product claims jumped 54% past 5 years • Restaurants: menu mentions jumped 64% past 5 years • US is largest market in world for high protein products Source: Mintel; Technomic, Inc. Greek Yogurt, Energy Bars Take Supermarkets by Storm 4
- 5. More Than Half of Adults Want More Protein in Diet Source: NPD Group 5
- 6. Dairy Industry Focuses on Protein… 6
- 7. …And Restaurant Chains Getting on Board TACO BELL’S POWER PROTEIN MENU TARGETS MILLENNIALS • 20+ Grams of Protein • Fewer Than 450 Calories 7
- 8. Protein Power Implications • Opportunity to exploit • Addition NOT subtraction • Watch for backlash • Expect changing guidelines • Consider gender segmentation… 8
- 9. … As More Marketers Target Millennial Males “Brogurt” Appeals to Men 9
- 10. Trend 2: Snackification 1% 5% 6% 9% 36% 42% Usually just snacks, no meals 3 meals, no snacks 3 meals with many snacks between Usually skip or replace 2 meals with snacks 3 meals with few snacks in between Usually skip or replace one meal/day with snacks 24/7 LIFESTYLES UPENDING CONVENTIONAL MEAL PATTERNS Source: Technomic Snacking Occasion Consumer Trend Report
- 11. Millennials Are Super Snackers… • “Time-crunched multi taskers” • Convenience/food on demand • Fresh, real, less processed 11
- 12. …And Entrepreneurs Meet Their Demands Nature Box Delivers Healthful Small Bites 12
- 13. Opportunity for Next-Gen Items At Both Retail, Restaurants McDonald’s Snack Wrap 13
- 14. Snackification Implications • Need to reconsider positioning, portioning, packaging • Second-generation product opportunity • Emphasis on good and good tasting • Monitor for changes as millennials age, form households 14
- 15. Trend 3: Food Activism SELECTED HOT BUTTONS, BUZZ WORDS 15 Antibiotic/Hormone/Steroid Free Biodynamic Cage Free Clean Foods Carbon Footprint Energy Efficient Eco-Friendly Ethical Fair Trade Free Range Gestation Crates Grass Fed GMOs Humanely Raised Local Natural Organic Permaculture Rainforest Alliance Recyclable Sustainable Traceable Vegetarian/Vegan Whole Foods
- 17. GMO Uproar Catching Fire LEGISLATIVE ACTIVITY HEATING UP AT STATE LEVEL • 97% sugar beets • 93% soybeans • 90% cotton • 90% feed corn • 60% papaya genetically modified in US
- 18. General Mills Selling Non-GMO Cheerios • Announced Jan 2, 2014 • GMO Inside campaign was totally digital: -40M Facebook Posts -200M You Tube Views • Sales “down somewhat” since change
- 19. 19 Everyone’s A Journalist… “10 Most Influential Mommy Bloggers” Include: Heather B. Armstrong, 1.5MM+ followers -Based in Utah Jenny Lawson, 100M+ followers -Based in Texas Stacie Connerty, 50M+ followers -Based in Georgia Source: Cision
- 20. …In Wired World 1.5MM You-Tube views… Jamie Oliver’s “Pink Slime” episode on ABC …250,000 signatures Bettina Siegel, Houston, blogs “The Lunch Tray” 20
- 21. Chipotle Marketing Hits Millennials’ Hot Buttons “Outrageously twisted and utterly unsustainable world of industrial agriculture”
- 22. Food Activism Implications • Monitor digital conversations • Stay ahead on hot-button issues • Enlist appropriate advocates, spokespeople • Recognize emotional underpinnings • Pay special attention to kids, moms 22
- 23. Trend 4: Veggie Chic WHY IS PRODUCE SO HOT? • Center-of-Plate Volatility • Culinary Sensibility • Consumer Health Interests • Range of Options • Versatility/Flexibility • Availability/Formats 23
- 24. Cruciferous Craze Typifies Veggie Trend California Pizza Kitchen’s Brussels + Bacon Pizza Herbed Goat Cheese, Caramelized Onion, Romano Cheese 24
- 25. No. 7 Subs’ Broccoli Sandwich • Fresh Mozzarella • Thai Basil Pesto • Fried Lemon 25
- 26. Brennan’s of Houston’s Chicken-Fried Cauliflower Steak 26 Purple Majesty Potato Salad, Vegan Mushroom Gravy
- 27. Despite Veggie Innovation, Meatless Monday Stumbling • US House of Rep. Vegetarian Caucus recently formed • But proposed Meatless Monday in cafeteria fails • San Diego School District adopts in September 2013 • One of largest districts to embrace • Importantly, majority colleges and universities fail to endorse • “Students felt we were regulating their choices” • “Name sounds like we’re taking something away from customer” • “Yale Dining actually increased quality of meat it serves” Source: Foodservice Director 27
- 28. Veggie Chic Implications • Veggie interest will increase • Reflects desire for good food… • …NOT rise in vegetarianism • Meatless meals least popular way to save $ • Shifting priorities favor “clean,” “whole,” “real” • Major opportunity for animal protein 28
- 29. Trend 5: REAL Foods • Butter consumption +24% past decade • 5.6 lbs per capita 2013 vs. 4.1 lbs in 1997 • “Wholesome, pure, not a lot of other ingredients”
- 30. Nose-to-Tail Cuisine, Butchers Bounce Back 30
- 31. Demand for Local Foods Boosts Farmers’ Markets FARMERS’ MARKETS ON GROWTH CURVE, THOUGH LOSING LUSTER IN SOME AREAS 1994 2004 2013 Number of Markets 1,755 3,706 8,144 Source: USDA AMS 31
- 32. Microwaves Lose Favor As Consumers Seek Involvement 32
- 33. REAL Food Implications • Quality definition changing • Real foods favored • Powerful consumer drivers • Both millennials and boomers • Signifies goodness without deprivation • Standards of identity not established • MAJOR opportunity for animal proteins 33