millennials mysteries revealed: segmentation uncovers diverse tastes, divergent attitudes
TRANSCRIPT
MILLENNIAL MYSTERIES REVEALEDSEGMENTATION UNCOVERS DIVERSE TASTES, DIVERGENT ATTITUDES
THE LARGEST GENERATION OF CONSUMERS IS ALSO THE MOST COMPLICATED
Until now, marketers in the food and beverage (F&B) and restaurant industries have had only a surface-level understanding of this dominant age group.
BUT THAT’S ABOUT TO CHANGE ...
Unprecedented research from Ipsos and BuzzFeed reveals that millennials have nuanced attitudes and behaviors around foods and beverages, and social media.
ENTER
IN SHORT, MILLENNIALS ARE NOT ALL THE SAME.
THE RESEARCH UNCOVERED FOUR DISTINCT MILLENNIAL SEGMENTS
LARGEST SEGMENT
LOWER INCOME AND EDUCATION LEVEL
LEAST ENGAGED ON SOCIAL MEDIA
LEAST HEALTH CONSCIOUS
MORE LIKELY TO DINE OUT
MORE APT TO BUY TAKEOUT OR USE A FOOD DELIVERY SERVICE
LESS ACTIVE ON SOCIAL MEDIA
LEAST LIKELY TO AVOID CERTAIN FOOD PRODUCTS AND INGREDIENTS
MOST APT TO AVOID CERTAIN FOOD PRODUCTS AND INGREDIENTS
SPENDS MOST OF HER FOOD BUDGET AT THE GROCERY STORE
USES SOCIAL MEDIA TO ACCESS PERKS AND DEALS
MOST LIKELY TO ACCESS THE WEB FROM A MOBILE DEVICE
OPINIONS OF BRANDS AND PRODUCTS NOT INFLUENCED BY SOCIAL MEDIA
HIGHEST INCOME AND EDUCATION LEVELS
MOST LIKELY TO SPEND HIS FOOD BUDGET ON DINING OUT
MOST INTERESTED IN MODERATION AND SEEKER OF HEALTHY BALANCE
MOST ENGAGED ON SOCIAL MEDIA
MOST INFLUENTIAL ON SOCIAL MEDIA
Although varied in attitudes toward overall health and behavior on social media, these four millennial segments generally agree about a few things …
ALL MILLENNIAL SEGMENTS CARE MORE ABOUT TOTAL SUGARS THAN SPECIFIC SWEETENER INGREDIENTS
TASTE AND PRICE ARE STILL THE TOP PURCHASE DRIVERS FOR MILLENNIALS AND OTHER GENERATIONS
SO WHAT DOES THIS MEAN FOR F&B AND RESTAURANT MARKETERS?
For the first time ever, marketers in the F&B and restaurant industries can leverage segment- specific millennial insights to make smarter business decisions.
Read the interactive white paper for even deeper insights into reaching the right millennials, at the right time, with the right message.
VIEW NOW