Healthy and Social Intentions from Millennials Lead to New Shopping Outlets

49639

How often do you see photos on Facebook, Instagram, Twitter and Pinterest devoted solely to the food that younger generations are consuming? This devotion to food and health are two of a number of differences between Millennials and previous generations.

With creativity spilling out of their ears, Millennials are using food as an outlet for their kitchen innovations. They are seeking adventure in creating interesting and shareworthy recipes for their peers. In the same sense, they value the creation of recipes almost 20% more than non-Millennials. Most Millennials are craving unique recipes seen from social media, television or magazines. Specifically from grocery stores, nearly 40% of Millennials provide creative menu ideas or recipes from social media outlets.

 

Jeff Fromm
(Copyright© 2013 by Barkley. All rights reserved.)

In the new Millennial-inspired Participation Economy, the old definition of brand value — the one that worked for decades — is dead.

As marketers, we knew that the sum of our core functional and emotional benefits divided by price would give us a proxy for brand value.  Stronger brands had more price elasticity.  However, the old definition no longer holds if you want to engage Millennials or older generations that are adopting a “Millennial Mindset.”

Sharing these unique recipes and experiences follows a social media routine. First, Millennials search for pictures and recipes of foods through Pinterest. They shop for their specific ingredients. While shopping, Tweeting and texting about the shopping experience isn’t uncommon followed by an update of pictures while cooking their masterpiece. Lastly, Instagram and Facebook publicizes the Millennials’ creation. The goal for Millennials is to recreate the Pinterest picture and to generate ‘likes’ and re-tweets from followers. The actual consumption is secondary to the shared experience along the way.

Jeff FrommThe socialization of Millennials’ lives is unlimited. Everything is shared. The goal for marketers in stores is to recognize that Millennials want the information they share to be shareworthy to their followers.

It’s all about the benefit the person cooking and creating this creative content gets about the sexiness of their food versus the taste and nutrition of the food itself. Healthiness of products becomes secondary to the shared experience.

This Millennial generation is more likely to “blend sauces and infuse flavors to customize new salad dressings and marinades,” said Laurie Demeritt, CEO and President of The Hartman Group, Inc., in her recent “Should You Ask A Millennial To Cook” article. Considering that most college-aged Millennials may have only mastered basics like ramen noodles and Easy Mac, 32% of Millennials want to learn how to cook more.

In addition to being devoted to food trends, Millennials, like many Americans, are seriously considering the food they consume. According to research by Barkley in conjunction with the Boston Consulting Group and SMG, more than 30% of Millennials regularly eat organic foods.

So, what does this mean for store owners, grocery suppliers or organic food brands? Millennials are craving the constant communication, engagement and connection with the brands they love and trust. Stores taking advantage of those trends will benefit from the Millennial presence. WF

 

Jeff FrommJeff Fromm is the executive vice president at Barkley; co-author of Marketing To Millennials; founder of ShareLikeBuy.com; blogger at www.millennialmarketing.com; and trends speaker.

 

posted on WholeFoodsMagazine.com, June 14, 2013

21 COMMENTS

  1. The socialization of
    The socialization of Millennials’ lives is unlimited. Everything is shared. The goal for marketers in stores is to recognize that Millennials want the information they share to be shareworthy to their followers.The next time I read a blog, I hope that it doesnt disappoint me as much as this one. I mean, I know it was my choice to read, but I actually thought youd have something interesting to say. All I hear is a bunch of whining about something that you could fix if you werent too busy looking for attention.
    Orphan Black Season 1 DVD Box Set
    Life Unexpected Seasons 1-2 DVD Box Set
    The Closer Seasons 1-7 DVD Box Set
    Insanity is Workout a 60 day total body DVD Boxset
    Flashpoint Season 5 DVD Box Set

  2. I’m so excited to see your
    I’m so excited to see your article and it’s really good.It helps me a lot and thanks for your share.This Millennial generation is more likely to “blend sauces and infuse flavors to customize new salad dressings and marinades,” said Laurie Demeritt, CEO and President of The Hartman Group, Inc., in her recent “Should You Ask A Millennial To Cook” article. Considering that most college-aged Millennials may have only mastered basics like ramen noodles and Easy Mac, 32% of Millennials want to learn how to cook more.Yes,you’re right.This is the right blog for anyone who wants to find out about this topic. You realize so much its almost hard to argue with you (not that I actually would want…HaHa). You definitely put a new spin on a topic thats been written about for years.

    Baby Einstein New Collection DVD Box Set
    Nikita Seasons 1-3 DVD Box Set
    Andromeda Seasons 1-5 DVD Box Set
    Thomas and Friends Seasons 1-4 DVD Box Set
    Boardwalk Empire Seasons 1-3 DVD Box Set

  3. I’m attracted by your topic
    I’m attracted by your topic which i’m interested in.Your article is really good and it helps me a lot.With creativity spilling out of their ears, Millennials are using food as an outlet for their kitchen innovations.Really a great addition. I have read this marvelous post. Thanks for sharing information about it. I really like that. Thanks so lot for your convene.

    Boardwalk Empire Seasons 1-4 DVD Box Set|sons of anarchy seasons 1-6 dvd box set|the Office seasons 1-9 DVD Box Set

  4. It’s my honor to have the
    It’s my honor to have the chance to post my comment here to stand by your post and express my appreciation to see your article.In addition to being devoted to food trends, Millennials, like many Americans, are seriously considering the food they consume. According to research by Barkley in conjunction with the Boston Consulting Group and SMG, more than 30% of Millennials regularly eat organic foods.I think this is a really good article. You make this information interesting and engaging. You give readers a lot to think about and I appreciate that kind of writing.
    CSI Lasvegas Seasons 1-14 DVD Box Set|South Park Seasons 1-16 DVD Box Set |Weeds Seasons 1-8 DVD Box Set

  5. Istanbul certainly is the
    Istanbul certainly is the largest and therefore the most important city for Turkey. The list “Istanbul” was produced from the Artistic phrase “eis some polin” utilized by Constantinople’s inhabitants, and in which meant “in all the city”. The city is occasionally sometimes referred to as the “Soul about Turkey”. Istanbul certainly is the only primary city which usually lies relating to two continents, Tibet & The uk. istanbulluxuryhomes.net

  6. Brooklyn is a fourth largest
    Brooklyn is a fourth largest sized city in the area if the software weren’t area of Ny city. That talked about, there’s quite a lot to watch. Read on to get yourself a sense of what you’ll do and you’ll be able to go in that large borough. neighborhoodacademyofmusic.net

  7. When buying good booklet on
    When buying good booklet on debt management it is advisable to first work out the experience degree the precise book you are thinking about getting. Many article marketers target people who had a specific degree financial cleverness. For occasion, there is mostly a huge impact between a fabulous book relevant to college their age kids. financialreviewofbooks.net

  8. Except you bear a stash of
    Except you bear a stash of capital, you’ll demand to obtain a loan to buy a house. As of this book, concern ranks are at historic bestials, putting house title interior the scope of numerous extra persons. Book a loan dealer to shop about for you, or jump in yourself.
    localisation services

  9. Relating to these websites,
    Relating to these websites, booking travel arrangements to countries on domestic combined with international routes may be possible in few simple measures. A good thing about them is make offer knowledge of flights by their costs, for travellers to earn the considering to book decision consistent with their budget allowed. http://www.flightandhoteldeals.org

  10. Being a head coach at
    Being a head coach at Oklahoma, Louisville and Miami (FL). Being the offensive coordinator for the undefeated 1972 Miami Dolphins. Being head coach of the Baltimore Colts and offensive coordinator for the Los Angeles Rams. http://www.myfloridacoach.com

  11. Andrei Cimpoies Mon frère vit
    Andrei Cimpoies Mon frère vit aux Etats-Unis, et ici, il m’a dit que là-bas bracelets acétal sont très populaires … Tous sont très satisfaits … nustiu quoi dire Maria Hoar Bonjour M. John! Vous avez de très bons résultats, comme votre ami Toni! Et en général devrait être plus que les hommes dans le pays: beau et musclé! Nicolas Secrieru Ici, je fais désormais 2 semaines, et désormais les muscles sont plus de relief! Et j’ai laissé tomber environ 2-3 kg de poids! Le bracelet aide vraiment! Respect!

  12. Yes, it is true that the

    Yes, it is true that the social media has helped knowing about the popular shopping outlets on the web space.

  13. No wonder, running social

    No wonder, running social media marketing campaign can truly help in boosting business profits tremendously.

  14. Health conscious people like

    Health conscious people like to read the detailed information on all the nutritional products before buying them and the smart online marketers make it easier for them to know the highlighting benefits quickly.

  15. Le U-Boat Oyster réelle Never
    Le U-Boat Oyster réelle Never ending vue Jour Submariner, faite dans inoxydable, comprend un héritier efficace – la réelle Jour replique montre Rolex Submariner Replica Royaume-Uni, ref. 116610. En comparaison avec le modèle antérieur, cet objet horloger notamment pas seulement obtenu un montant supplémentaire de “1” au sein de ce quantité de recherche, mais en outre passé par un développement significatif.

  16. is it still be causing a
    is it still be causing a problem? because i have been having lot of gum to get the jaw lines on my face.
    is it still be causing a problem? because i have been having lot of gum to get the jaw lines on my face.

LEAVE A REPLY