Category: Millennials

Table for One?

Written By: Anna Braun

If your most recent meal was enjoyed (or simply consumed) in the company of “me, myself, and I”, then you’re not alone. The typical American adult is averaging 7.4 meals alone every week. There’s ongoing and increasing discussion around the pros and cons of this shifting reality. Regardless of its broader social and health impacts, there are a number of observations within this trend that glean a better understanding of consumers, behavioral tendencies and their changing need states.

The thing is, people are quite enjoying their solo eating occasions. In fact, 68% of Americans look forward to eating a meal alone and it’s not strictly for emotional OR rational reasons. The top three benefits to eating alone are: it is more relaxing (50%), busy schedules (44%) and a desire to save money (38%).1 Nearly a third of people say it is strictly for personal pleasure – and many of these consumers are millennials. So, if more people are eating on their own for a myriad of reasons, how do we know what they’re looking for in their experience with food to make the most of the occasion?

When it comes to the primary rational reason – household challenges like schedules – food companies have already begun to create solutions for the rising solo eater. Creating meals and snacks that are portioned for one, that pack a punch when it comes to nutrients (think: high in protein for satiety), that are portable, and a flavor experience that delivers more than the infamous frozen TV dinner. 

(Chipotle inspired)

Aside from product innovations to meet the changing consumer need states, is perhaps a bigger opportunity for food and beverage companies. There are obviously underlying implications of a society that shares significantly less meals together. We know that historically, relationships and communities have revolved around breaking bread. The startling thing to me about all these solo eaters is that two in three of them say they don’t actually feel like they’re eating alone….when they’re scrolling through their phones. And at or during 6 of their 6 solo meals they are in fact doing just that1. So, is there a way and a role that food companies can play in understanding this dynamic, and fostering a little more connection at consumption time? At the very least, it’s potentially a “way in” to add more than a functional solution to an occasion that is clearly about more than simply “getting nutrients in”.

1 Byron, Ellen. Wall Street Journal. Eating Alone Loses It’s Stigma. October 2019.

Sober Curious Movement

Written By: Ali Lindeland

#DryJanuary #SoberOctober #SoberCurious #SoberIsSexy

The sober-curious movement is a natural outflow of plant-based eating and lifestyle diets. Consumers are more focused on what is in their food, where it came from and how it benefits their body. The sober-curious movement is no different. As discussed back in July, the low ABV and sober trend has taken off this year, with more beverage companies creating no to low alcoholic beverages and more consumers are challenging themselves to take a break from the booze.

Fruity watermelon cocktail/mocktail drink decorated with cubes of fresh watermelon and rosemary

According to Nielson, Millennials are driving the mindful drinking movement, with 66% saying they’re making efforts this year to reduce their alcohol consumption1. For those 21 and older, the top two reasons they stated for abstaining from alcohol were health (50%) and weight loss (28%). In January 2019, one-fifth of Americans said they participated in Dry January and 83% of Americans who participated this year say they will participate again in 2020.

Reasons for Reducing Alcohol Consumption infographic
NCGA On-premise user survey 2019

More recently we have begun to see companies pop up like Wild Basin Boozy Sparkling Water, who’s tagline “Keep running wild”, which speaks to active lifestyle consumers who value the outdoors, socializing with friends and healthier living. We are also seeing non-alcoholic spirits popping up like Seedlip, who wants to help the dilemma of ‘what to drink when you’re not drinking’. 

Bar and restaurant experience without the buzz

Bars and restaurants are noticing the trend as well. The Sans Bar in Austin, TX is the first sober bar in the city. The owner of the bar wanted to create a safe and inviting atmosphere for people who want to have a good time without alcohol. They offer live music, upscale environment, and sober drinks that you can’t find anywhere else. Even in our hometown of Minneapolis, MN the restaurant The Lynhall has created a Sober Sunday Supper Series where they partner with local restaurants, prepare a four-course family style dinner paired with non-alcoholic beverages. Colorado is the latest state to take part in this trend with Bar Zero, a nonprofit bar supporting people who are choosing not to drink.

Shot of an immaculate bar with many bottles and glasses with no people

What’s next?

As consumers experiment with making a shift away from the prominence of alcohol, there will likely be even more who challenge themselves with #DryJanaury to give their body and mind a break. How operators start and continue to lean into this “movement” with food, drink and social experiences may offer new ways to win over this emerging group.

1 Nielsen, Many Americans Are Looking for a Bar Experience Without the Buzz, 2019

Low Alcohol by Volume

Written By: Anna Braun

One of the latest trends in the bar scene may influence your next summer cocktail or craft beer selection – whether on a patio or in your own backyard. The “Low ABV” category is growing on all fronts, from bartenders experimenting with new recipes, to producers creating near-beers and faux spirits that provide flavor and fun.

BUT, WHY?

You might be wondering… “but why? isn’t that missing the point?” As Millennials and Boomers are trying to stay fit, a recent study by International Wines and Spirits Record found that “52% of US adults who drink alcohol are either trying now or have tried before to reduce their alcohol intake”[1]. This is right in line with the emergence of “Dry January” – the 31-day alcohol-free challenge that has become a tradition for many following the holidays. Indicative of an overall search for moderation with alcohol, restaurants and retail brands have taken note.

WHAT’S HAPPENING

In NYC, the bar scene is rising to the challenge with trendy sober bars, mocktail menus and booze-free pop-up parties. These spaces are set up to look and feel like any other hip bar in the area, offering patrons an “alternative” night out. Most claim not to be a strictly sober space but rather one that promotes being social: talks, meet-ups, music, workshops, and my personal favorite: Juicebox Heroes, a karaoke lounge split into sober and non-sober sections. I have to imagine the experience is rather different from one side to the other!

On a broader scale, bars are putting more effort into their Low ABV program, and many times calling it out as a specific section on the menu. Generally defined as containing less than 1 ounce of high proof spirit, they are often only slightly less expensive as they tout similar high quality and unique ingredients as their alcoholic counterparts.

SO, WHAT NEXT?

Consumers will continue to look for what benefits their beverage choices can provide for them, by way of both wellness and experience. With the low- and no-alcohol beverage category projected to grow roughly 32% by 2022, it’s likely that creativity will continue to be key in shaping this trend – with the addition of items like “CBD-infused lattes” and “mushroom-elixirs”, the bar scene and how we consume mood-altering beverages is going to look very different even a few years from now.[2]

[1]“Low- And No-Alcohol Beverages Are a Growing Trend Worldwide.” Forbes. Pellechia, Thomas. February 20, 2019.
[2]“Sober-ish Summer?” Vanity Fair. Bryant, Kenzie. May 24, 2019.

Future Farms of America: Listen Up

Written By: Anna Braun

The future of farming likely looks very different than what you might think. I recently visited a number of farms in western Minnesota where the Redwood County Farm Bureau hosted a tour that exposed us to modern agriculture production – the practices, challenges and opportunities on the horizon for the industry. This outing came on the heels of many other discussions over the past year at events, including Esca Bona and Expo West, focused on “good food movements” and further confirms the systemic changes underway.

WHY IT’S HAPPENING

People will always have to eat. It’s one of the things we love about being in this industry – it’s always changing, but it’s always in demand. However, the population is growing at a rate that requires farmers globally to increase production by 70%1 in coming years to feed the 9.1 billion people expected to be alive in 2050. Simultaneously, income levels are increasing within developing countries which gives consumers a larger voice to demand quality food products that align with their nutrition needs and preferences.

This is forcing a number of farming components to change dramatically and rapidly. The two that stand out from the discussions highlighted on our farm tours? The growers and the technology.

WHAT WE THINK

According to the 2012 agriculture census, growers who are older than 65 outnumber farmers who are younger than 45 for the first time in history.1 The prediction is that farming will continue to consolidate to more mid- and large-scale farms and that the younger farmers will approach the business from a “farm-management” position. Research indicates that Millennial growers are educated (57% have a bachelor degree), tech-focused, and business-savvy.2 They also view farming as a business and a lifestyle – and that as a demographic they are highly purpose-driven.2 This was backed by every farmer who spoke on the tour, who shared that the passion is rooted in much more than the business itself. For younger growers, it is truly a way of life.

Technology showed up in some surprising ways along the tour, but most interesting was the impact it is making on effective farming practices. The dairy farm we visited was managed by people but operated by robots. The implementation of robots allowed this farmer to remain in business – without it, the labor costs would have been too much to compete with larger producers. Apart from robots, many farms rely on imaging from drones to inform soil and field analysis. This data can be critical in maximizing production through planting, spraying, monitoring and harvesting.

WHAT’S NEXT

Spending a day in the life of a farmer sheds light on the incredibly complex and dynamic business we know as agriculture. The next generation has steep challenges ahead that will depend on innovative thinking and a purpose-driven approach.

[1] “Trending 2050: Future of Farming.” McMahon, Karen. Syngenta. Thrive. Spring 2017.
[2] “Millennial are Increasingly Making Key Farming Decisions.” Maulsby, Darcy. Syngenta. Thrive. Winter 2017.

Talkin’ ‘bout our (next) generation.

Written By: Anna Braun

I’ve been to a number of conferences over the past year and inevitably, the agenda includes at least one breakout about “Millennials”. There’s always an audible groan as attendees agree that they have “heard enough about this generation of experience-seeking, non-committal, entitled kids!”. (I should mention here that I am considered a Millennial myself…) Anyway, it’s time for Gen-Z.

A Gen-Z panel at this year’s IFMA COEX opened up about their preferences and their opinions on what steers their decisions when it comes to food. And they have a lot of them. From what I observed, this panel was articulate about the macro social issues that influence the way they think about what—and how—they eat. Simultaneously, they were practical about how their current stage of development impacts how that plays out in “real life”.

WHY IT’S HAPPENING

Now the single largest single population segment1, Gen-Z makes up 26% of the total media audience and with key differences in values and preferences, they pose an interesting challenge for brands. Encompassing those born between 1997 and 2015, this generation has serious spending power: Some through personal wealth and others through “pester power”.

As this generation approaches adulthood, early studies are homing in on what shapes their values and how that is being played out with purchases – whether of products or experiences. A few key things to consider when it comes to the food industry in particular:

Digital from DOB. This is the first generation that has truly grown up with cell phones—their parents are connected, and they access them at a much younger age. The panelists all voiced their use of their smartphone as a way to discover (Instagram), vet (Yelp), obtain (online ordering) and ultimately capture their unique experience. It’s worth noting that their time is spent on mobile devices rather than a PC—in fact, this generation spends an average of 8 minutes a day online via PC as compared to the 1+ hour of older generations1.

Socializing. What may seem in contrast to the above point, Gen-Z values “hanging out and socializing” as a top priority along with ordering shareable items when it comes to their preferred dining experience2. You may have heard rumblings of this generation noting higher levels of loneliness, with less human-to-human, authentic interactions. So it’s not surprising that Gen-Z seeks interaction with family and friends when it comes to dining. Keep this in mind as your brand thinks about how to facilitate relationship-building experiences and environments for Gen-Z.

WHAT WE THINK

This generation is different—brands and experiences in the food space are going to have to understand their expectations in a more holistic way.

We know that Gen-Z is outpacing Millennials in their occasions per week at top chains in the US3, and it’s up to us to keep a two-way conversation going with this group to truly understand them. As a more independent and entrepreneurial generation, it’s going to be more critical than ever to understand both what the data says about what matters to them and what resonates with them as individuals. Face-value of where, when and how they are dining are likely to line up with values that occasionally surprise us based on past generations.

WHAT’S NEXT

The largest qualitative and quantitative study to date was completed by KANTAR in 2017 and explored this generation’s attitudes and behaviors4. When it comes to media recommendations, “innovative formats” are cited as a way to win with this generation. In terms of creative recommendations, “expect a challenge”, “be interactive” and “push the aesthetic” are the headliners—which captures the pace and outside-the-box thinking that is going to be required to really understand and resonate with Gen-Z.

Full of nuances like the simple examples above, Gen-Z is discerning and likely going to be a challenge as marketers attempt to understand this ever-changing consumer.

[1] “Move over millennials, Gen-Z now the largest single population segment.” Sterling, Greg. Marketing Land. 17 June 2017.
[2] “The Gen-Z Selfie.” Technomic, courtesy of SmartSupport. June 2016.
[3] “Shifting Market Dynamics.” 2018 COEX, courtesy of Foodable Labs.
[4] “How to market effectively to Centennials.” Inskip, Mark. WARC Best Practices. July 2016.

Don’t Just Cook. Cook Different.

Written By: Ashley Kile

In his September 2017 Harvard Business Review article, author Eddie Yoon grabbed the food industry’s attention with the headline “The Grocery Industry Confronts a New Problem: Only 10% of Americans Love Cooking.” In the opening paragraph, he asserts:

“Although many people don’t realize it yet, grocery shopping and cooking are in a long-term decline. They are shifting from a mass category, based on a daily activity to a niche activity, that a few people do only some of the time.”

Yoon contends there are three categories of consumers when it comes to cooking based on his research:

Consumer cooking attitudes

In an already challenging environment for grocery retailers and CPG companies, this new research felt like another kick in the gut.

Good thing Yoon got it (mostly) wrong.

WHY IT’S HAPPENING

In many ways, scratch cooking has transitioned from necessity to luxury. With competing demands for time and resources, a seemingly endless host of options–takeout, delivery, meal kits and retail prepared foods–allow consumers to forgo cooking on a regular basis.

But all this evidence ignores a key consumer need: the emotional connection we have when preparing and sharing a meal with loved ones. Consumer insights firm Iconoculture asserts that cooking hits on key consumer values important to all generations–particularly millennials: creativity, sharing, discovery and tradition.

What we’re seeing is not a dramatic decline in the desire to cook; but rather, the misalignment in the value of cooking versus the act of cooking.

WHAT WE THINK

As food and beverage manufacturers, we must embrace and celebrate how modern consumers really cook.

Apple was successful in revolutionizing the mobile tech world because they focused first on the customer’s need to communicate better, not the phone itself. What Yoon’s research illuminates is a truly unique business opportunity for food manufacturers and retailers–if we’re willing to think differently.  We should focus on the basic human desire to prepare and share a meal, letting go of rigid definitions of what cooking is and isn’t. Retail products, prepared foods, meal kits and foodservice aren’t competing channels; but rather, cooking tools that can be wielded in any combination to help modern consumers put a meal on the table.

WHAT’S NEXT

Traditional cooking will never completely go away; there are celebrations and occasions where scratch-cooking is expected and sought after. But for the other 360 days of the year, we can help consumers leverage both retail and foodservice solutions to prepare an easy meal without sacrificing freshness, quality or that coveted emotional connection.

Encourage Fake-It-From-Scratch

Iconoculture’s recent consumer research shows that even the youngest consumers know cooking is an important life skill. Encourage customers with even basic kitchen abilities and limited time to be a fake-it-from-scratch cook. Demonstrate how one or two prepared items and a few simple ingredients can create a delicious weeknight meal, like this 10-Minute-Taco-Tuesday recipe:

Pork Tacos with Mango Salsa and Lime-Cilantro Crema

Promote Cooking-Less Celebrations

One of the key instances where consumers want to cook is when they’re entertaining family and friends. And sharing food with people we love is what it’s all about. But hosting a dinner party is a daunting task.  I’m a huge fan of Kitchn’s 5 Rules For Hosting a Crappy Dinner Party (And Seeing Your Friends More Often), especially Rule #2:

The 5 Rules of a Crappy Dinner Party:

Ready to plan your own? Here’s how to do it:

  • No housework is to be done prior to guest’s arrival
  • The menu must be simple and doesn’t involve a special grocery trip
  • You must wear whatever you happen to have on
  • No hostess gifts allowed
  • You must act like you’re surprised when your friends or family just happen to show up at your door (optional)

This is an ideal opportunity to demonstrate how to use foodservice–especially delivery–along with ingredients already in the kitchen to craft a crowd-pleasing menu. 

And rather than focusing on traditional gatherings like housewarming or birthday parties, brands should encourage consumers to celebrate unconventional milestones like adopting a pet, paying off student loans or seasoning a newly purchased grill.

Private Label is in the Public Eye

Written By: Ashley Kile

The Brandless Company Model

Calling itself the “Procter & Gamble for Millennials,” San Francisco e-commerce company Brandless™ made its U.S. debut this past July eager to disrupt the CPG industry. The startup, which has secured over $50 million in funding, sells a variety of organic food and home goods all for an everyday low price of $3.

Brandless™ says it’s able to keep its prices low by eliminating the BrandTax, a moniker the company hopes to trademark and defines as the “hidden costs you pay for a national brand.”

Aldi's Award Winning RoséAt the 33rd annual International Wine Competition in United Kingdom, The Exquisite Collection Cotes de Provence Rosé 2016 won a silver medal. Judges gave the wine top honors after two weeks of blind taste testing, describing its flavor as “ripe summer stone fruits with a generous acid palate and crisp bright finish.”

But what surprised judges–and wine spectators–the most wasn’t its $8 price point or French origin. It was that the wine belonged to Aldi’s.

WHY IT’S HAPPENING

In its August 2017 Private Label Report, IRI reports that 49% of consumers say they are making sacrifices to make ends meet, with 29% reporting difficulties in affording groceries.

Consumers in all income and generation groups report buying private label

Consumers are embracing a variety of money-saving strategies to cut down on household costs, but opting for private labels is common across all generations and income brackets.

The cause is twofold:

  1. Despite the creation of two million jobs in 2016, which brought unemployment to 4.5%, wage growth has been stuck at 2.5%[1] for the past two years. It’s hitting younger consumers the hardest. On average, full-time, year-round working millennials are earning nearly $12,000 less per year than the national average for workers age 35–65.[2]
  2. Private label has, in many instances, managed to bridge the quality gap with national brands. With a focus on premium and even super-premium tiered items (all natural, organic, non-GMO, etc.) private labels are delivering a better product experience to customers.

WHAT WE THINK

The value proposition of national brands vs. private label is being aggressively questioned by today’s savvy consumer.

As private label brands have improved their quality and consumers are finding themselves with less discretionary income, shoppers are questioning if national brands are really worth the extra cost.

WHAT’S NEXT

To stave off private label encroachment, national brands must do a better job of demonstrating why their products are worth the extra investment.

Deliver on both sides of the equation

The majority of national brands built their reputation–and consumer preference–on signature product formulations that taste great, perform reliably and consistently deliver a high-quality experience again and again. And that used to be enough. But today’s consumer also wants more transparency with shorter, cleaner ingredient statements. Private labels often struggle to successfully deliver on both sides of this value equation. If national brands can consistently deliver an exceptional product experience while making it with cleaner ingredients, consumers will pay the extra cost.

Focus on customer engagement

Younger customers, particularly millennials, want more from brands than just a high-quality, good-tasting product. It’s about what else that brand brings to the table to enrich their lives. Advertising, event activation and social media strategies can bring the value-beyond-product story to life through personal connections.

Be purposeful with price promotions

While strategic price promotions are important in driving incremental purchases, long-term discounts undermine the value of a brand. They also position your brand as competing directly with a retailer’s own brand.

Invest in strategic retailer programs

Unlike private labels, which traditionally have very low marketing funds, national brands possess highly coveted marketing and advertising dollars. As traditional retailers face ever-increasing competition from non-traditional players like Amazon and Brandless™, national brands investing in ad campaigns—that drive customer visits and higher basket rings—are incredibly valuable.

[1] “Why Wage Growth is Too Slow and What To Do About It.” Washington Post. September 1, 2017.
[2] “Here’s How Much Millennials Are Making in One Chart.” Fortune Magazine. March 29, 2017.

Questions, comments or want to learn more? Let's connect! weshouldtalk@jtmega.com

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