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.
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