© mmr research worldwide. all rights...


Hands Up!


Defining Millennials

How engaged are they?

Role of pack & product


WHAT DRIVES MILLENNIALS EATING BEHAVIOUR Defining Millennials


Are Millennials so different?


Gamified survey

All age cohorts

Focus on health, lifestyle

and priorities


- Worry about my health

- Make a conscious effort to exercise several times a week

- Eat what I want and don’t really worry about my health

- Avoid processed foods if I can

- Make conscious choices about what I eat and drink

- Drink alcohol regularly

- Make an effort to get 5 portions of fruit & veg each day

- Never get around to exercise

- High fibre foods are boring

- Choose snacks to boost health


- Often snack in place of a meal

- Usually the first among my friends to try new products

- Experiences are more important than possessions

- Worry about most things

- Keeping fit is about looking good

- Believe I can make a positive difference to the world

- Consider my impact on the planet daily

- Beauty starts from within

- Worry about my finances daily

- Seek out new taste experiences


- There’s too much choice in supermarkets

- Tend to select brands that other’s don’t

- Buy the cheapest on display

- Buy the most expensive on display

- Most brands understand my specific needs

- Small brands are more trustworthy

- Products I buy make a statement about who I am

- Free-From is better for you

- Choice in supermarkets is boring


Traceable ingredients

Minimally packaged

Locally sourced

Sustainably sourced

Gives back to society

Fairtrade

Small batch production

Natural

Environmentally friendly

Lesser know, smaller brand

Beautifully packaged

Healthier

Nourishing

Customisable

Convenient

Recognisable ingredients

Organic


Well known, larger brand

Great taste

Thankyou for shopping with MMR

MMR Supermarkets Ltd


24

26

50

31

34

35 34

21

46 50

35

15

MINDFUL

NOURISHERS

APATHETIC

ANYBODIES

DISCERNING

WARRIORS

COMPETITIVE CONFORMISTS

MILLENNIAL GEN X BOOMERS

28% 32% 11% 15%

Breaking News: No Millennial Segment…. Breaking News:


+ Conscious choices about what to eat and drink

+ Conscious effort to get 5 portions of fruit and veg

+ Avoid processed foods

+ Regularly cook from scratch

+ Experiences more important than possessions

24

26

50

34

66 56

44

45 55

Nourishing


Sustainably sourced

Natural

Recognisable ingredients

Main supermarket shoppers with

additional top up shops

Shop in supermarket & local

stores inc butchers and bakers

Sainsbury's shoppers

Non working (retired)

#1 MINDFUL NOURISHERS 28%


+ Never get around to exercise

+ Eat what I fancy all the time

--Consider my impact on the planet daily

--Wholegrain is an important part of my diet

--Avoid processed food if I can

31

34

35

46 54 54

46

47 53

Convenient

Great Taste

Tesco shoppers

Frequently visits the cinema

& plays computer games

#2 APATHETIC ANYBODIES 32%


+ Consider impact on planet daily

+ Regularly cook from scratch

+ Select brands that others don’t

34

21

46

48 52 51 49

37

63

Minimally packaged

Lesser known, smaller brand

Small batch production

Customisable

Frequent social media users;

Facebook, Snapchat and

Instagram

Hobbies include going to the

gym & craft activities


+ Worry about most things

+ Choose snacks to boost health

+ I use tech to monitor my fitness

+ Keeping fit is about looking good

+ Believe I can make a positive difference

50

35

15

47 53

58

42

50 50

Organic



Well known, larger brand

Natural

Shop at multiple formats of

food and drink stores

Enjoy travelling, reading &

Internet shopping

#4 COMPETITIVE CONFORMISTS 15%


• Millennial is a mind set, not a

demographic

• ‘Echo’ Boomers most mindful, and equal

on experience seeking

• Millennial segment worried about future,

highly competitive and interested in

accessible experiences


WHAT DRIVES MILLENNIALS EATING BEHAVIOUR How engaged are they?


Profiled 20 food & drink

categories across 25 emotions

Compared profiles of

Millennials with Boomers

Looking for perceptual shifts


MILLENNIAL

BOOMERS

Breaking News: No Perceptual Shift…. Breaking News: No

0.89 GEN X

Bread: Emotional Signal

Traditional

Simple

Comforting

Trustworthy

Easygoing

Genuine

Approachable

Confident

Energetic

Modern

Serious

Sophisticated

Fun

Adventurous

Unique

Boring

Inspiring

Youthful

Masculine

Feminine

Pretentious

Arrogant

Aggressive

Irritating

Younger - 18-34 Older – 35-99

Traditional

Simple

Comforting

Trustworthy

Genuine

Easygoing

Approachable

Confident

Modern

Inspiring

Fun

Serious

Energetic

Unique

Adventurous

Youthful

Boring

Sophisticated

Feminine

Masculine

Pretentious

Irritating

Arrogant

Aggressive

Bread lacking

INSPIRATION

with Millennials

Traditional

Comforting

Genuine

Easygoing

Fun

Energetic

Youthful

Modern

Approachable

Trustworthy

Confident

Simple

Inspiring

Unique

Adventurous

Sophisticated

Pretentious

Masculine

Serious

Feminine

Boring

Arrogant

Irritating

Aggressive

Traditional

Comforting

Simple

Trustworthy

Easygoing

Approachable

Genuine

Modern

Confident

Fun

Energetic

Inspiring

Youthful

Adventurous

Unique

Serious

Sophisticated

Feminine

Masculine

Boring

Pretentious

Irritating

Arrogant

Aggressive

Trust in Breakfast

Cereals is biggest

concern

However, category

improves on Fun

and Energy

Younger - 18-34 Older – 35-99

Breakfast Cereal: Emotional Signal


WHAT DRIVES MILLENNIALS EATING BEHAVIOUR How Pack & Product work harder?


Impact: Evolved coping mechanisms

Responsive to: Non-conscious cues

Impact: Individualistic conformism

Responsive to: Authentic/Realness cues

Impact: Live for now

Responsive to: Experiences

“I never read whole articles… I just flick through

everything!”

“We’re in constant

competition with each other’s profiles…”

“What’s the point in planning for a

house now? I’d rather spend on the here and

now…”


Ambition

• Co-create Millennial Biscuit

• Premium, social, popular

Objectives

• Develop brand idea – delivering

authenticity

• Engage pack & product to strengthen

key equities – premium, sharing, social

• Explore opportunities to dial up

experience


Pack: Example ‘non-conscious’ hot buttons

• Distinctive structure: Social currency

• Social function: Netflix ready

• Substrate: Critical!

• Quality cue

• Ethical cue

• Social indicator


Product: Example ‘non-conscious’ hot buttons

• Ingredients: Oats mean ‘real’

• Form: Uniform means mass

• Thickness: Thin means mass

Friday 2nd December 2016

What really matters to ‘Millennials’ and what to do about it

Be the first to discover insights and implications of a new study spanning food and drink categories… and beyond

• Do Millennials really exist as a demographic? • How do Millennials feel about 20 leading food and drink categories? • How do you create the perfect brand, pack and product with Millennials in mind? We’ve accessed the attitudes and behaviours of over 2000 UK consumers to

bring new thinking for you and your team.

Join us for juice, coffee and pastries at The Den at The Collective, London on Friday 2nd December at 9.15am for a 9.30am start (finish at 11am).

For those who can stay, we will offer an optional moderated ‘insights and implications’ discussion after the main event, where your expertise will be invaluable!

Free registration at www.mmr-research.com/events/millennials

EVENTS presents

© mmr research worldwide. all rights...

Documents