Meat Consumption in the US
May 13, 2014
Chipotle Hot Dog
May 15, 2014


The millennial generation, broadly defined as those born after 1980, are about 40 percent multicultural with 20 percent identifying as Hispanic, 15 percent African American and 5 percent Asian.

Multicultural millennials are mostly urban, up to a third of them live with their parents and they have distinct shopping and eating patterns.

Multicultural millennials are family oriented, concerned about health and value, and want to know a lot about where their food comes from and the values of the companies that make it. These are some shopping patterns relative to this portion of the millennial generation:

  • Savvy shoppers – looking for a good deal, but never compromise on quality
  • Freshness is the most important aspect
  • Want the latest and greatest products and tend to make impulse purchases.
  • Less committed to traditional grocery channels for food; more open to specialty, online and big box channels
  • 47 percent are willing to buy a brand because they support a cause
  • More likely to spend more for goods and services that implement programs that give back to society.
  • 60 percent are also willing to pay more for a product if it’s good for the environment.

Technology/social media

  • Hispanic millennials are 66 percent more likely to connect via mobile than non-Hispanic White millennials; they are twice as likely to own a tablet.
  • The top 20 smart phone apps multicultural millennials own are either retail or discount focused.
  • Social media greatly impacts their relationship with brands.
  • Millennials are engaged in activities such as ratings product and services
  • Millennials are far more likely to favor brands that have Facebook pages and mobile device applications.
  • Millennials want to interact with companies via social media; they want to feel like they are having a personal, direct interaction with a brand. In return, they will advocate for your brand.

Food attitudes

  • 5 of 10 Millennials refer to themselves as “foodies.”
  • They want to stay on top of current food trends and seek out new places with unique flavors and great atmosphere.
  • Multicultural millennials have strong ties to the recipes of their home country and their moms and grandmothers are big food influencers.
  • Food is not just nourishment; it is self expression and entertainment

Source:, 5-9-2014

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