New research, carried out by creative agency Haygarth in partnership with brand insight specialists Flamingo, has uncovered that the 18-29 demographic, collectively known as Millennials, take food very seriously, providing you with profit opportunities.
by Sophie Daranyi
For those 18-29 year-olds known as Millennials, food has become more important than fashion and is now intrinsic social currency. Millennials are both sharing their culinary exploits and seeking inspiration for their next great dish via social media. Despite craving more inspiration, family focussed messaging – which has become the focus for many brands and retailers – is alienating the ‘Inspiration Generation’. Only 11% of Millennials feel that food advertising is aimed at them.
Our ‘Inspiration Generation’ research employed the latest technology and research techniques including Google Glass and digital mobile ethnography which captured real-time shopping attitudes and behaviours. Coupled with in depth interviews and online quantitative research with participants from across UK cities, the study provided a broad and truly fascinating insight into the grocery shopping habits of 18-29 year olds. These results were combined with additional research into the habits of their parents, giving a cross generational context to the findings.
The study uncovers a rare glimmer of good news for the beleaguered British high street and big multiple retailers alike, despite the well documented rise in popularity of online shopping. Millennials are maintaining the traditional ‘weekly big shop’ routine of their parents at large supermarkets and yet are also avid supporters of specialist high street retailers. 59% of our Millennials reported visiting supermarkets to do a ‘big shop for a few days/a week’s worth of food and other household items with a shopping list’ and 74% are interested in shopping more at independent food shops such as their local convenience retailer. Notably, those that shop at these independents already visit three times more than their parents’ generation.
Traditional ‘bricks and mortar’ stores have the potential for a bright future as Millennials begin running households, parenting the next generation and shaping the future of grocery retail. Inspiration is the key to unlocking this potential – a massive 88% find supermarkets uninspiring, leaving significant room for improvement.
Millennials make up almost 20% of the population and yet we felt that, when we considered the marketing activity in FMCG and grocery retail, they weren’t regarded as a significant target audience by the majority of brands. The ‘Inspiration Generation’ research has provided a fascinating insight into this under-considered audience and has enabled us to put together the golden rules for retailers and brands to really engage this passionately foodie generation.
Already spending almost as much as their parents each week on food, as they progress through their lives and their disposable income grows, the opportunity for brands who successfully recruit them as advocates is immense.
By learning from the ways that independent retailers and even fashion brands have successfully engaged and inspired millennials – powerfully demonstrating how different products ‘go together’ – supermarkets and grocery brands have an exciting opportunity to capitalise on the growth potential of the ‘Inspiration Generation’ market.
Sophie Daranyi, is CEO of Haygarth, an award-winning creative agency that works with brands and retailers.
