Millennials & Food: Changing the Food Industry at the Speed of Social

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2. Amuse-bouche (noun):
A single, bite-sized taste
We’re pleased to share a
slice of our Millennial food
insights with you. Our team
of experts would be happy to
serve up the full pie.
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3. Why Millennials?
This generation is changing food. They are/have:
• Less brand loyal
• More willing to engage in different distribution
models to find food
• Higher expectations from food producers
• Seeking out diverse products/services; not
satisfied with the items their parents bought
It’s more than just what’s for dinner, it is:
• Part of their personal brand
• An experience
• An avenue to show support for what they
care about
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4. Millennials, Overall
• Like to eat out; will splurge on a nice meal,
even when money is tight
• Spend on technology-based services like Seamless,
Uber Eats or TaskRabbit
• Highly sociable; dine out to socialize and catch up
with friends
• Mostly single – empowered but looking
(Tinder, OKCupid)
• Smart shopper; use their purchasing power to
get the best deals (Yelp check-in, Groupon)
• Can see through bogus claims; look for authenticity
and products that personalize, curate and care
• Seek ways to unleash their potential
(as a voice, influencer, activist)
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5. INSIGHT 1
Happy Meals:
Millennials Balance Health, Sustainability
and Satisfaction
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Photo © gpointstudio / Shutterstock
• When making food purchasing decisions, family
satisfaction reigns supreme (96%)
• But Millennials also consider health and
nutrition (87%) and sustainability (77%)
important factors
• Food issues most important to Millennials include:
• Nutritional value, food safety, animal welfare
and protecting natural resources

6. INSIGHT 2
Food Networks:
Millennials Influenced by Those Closest
to Them
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• Majority of Americans say they are influenced by their spouse or partner to
make food purchasing decisions
– But, Millennials are more influenced by friends, parents and food
companies
• Americans say they use online and social media to get recipes and ideas and
to download coupons
– Yet, Millennials see social media as a way to share information with their
networks
Photo © Jacob Lund / Shutterstock

7. • Food-related topics accounted for 52% of the world’s most
viral content
– Shared social media content helps Millennials relive
certain moments and experiences
– While attending food & beverage festivals, 85% of
millennials will post photos of their favorite moments;
84% of the food itself
• Visual content is the most shareable
– Short videos transcend platforms — consumers share
original videos across multiple social media accounts
Photo © The Fit Foodie
INSIGHT 3
Insta Meals:
Millennials Seek Visual Content for
Easy Digital Sharing
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8. • Millennials use food as a method of personal storytelling and self-
expression
– Range of social media platforms allow them to instantly snap
pictures of their plates, follow favorite food blogs and check
in at the trendiest, newest restaurants
• As Millennials travel overseas and seek a variety of experiences,
this quest for adventure extends to food
• They value authenticity above almost all else
Photo © My Fitness Pal
INSIGHT 4
Cuisine Bling:
Millennials See Food as Extension of
Personal Brand
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9. • The smartphone is becoming the ultimate sous-chef for millennials
– Millennials prefer the culinary process as much as the finished
dish — they want to dive into everything, experiment with new
recipes and learn new skills
• Deciding what to cook is their least favorite part of cooking
– Millennials seek tried and true recipes (“Best recipes” search on
YouTube is up 48% year over year) as well as helpful cooking
advice and food hacks to simplify
– Most important is adding a personal touch to make a recipe
unique to them — they aren’t discouraged when the finished dish
isn’t perfect
Photo © Future Republic / Getty Images
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INSIGHT 5
Supper via Smartphone:
Millennials Drive the Digital Cooking
Revolution

10. • Millennials define craft as small, independent, high quality and local
• Millennials look for better quality, more variety, consistent availability on
premise, more flavor options and more seasonal offerings
– Millennials seek a more personal connection with the products they
buy and craft fulfills this
– Transparency is key to Millennials, so they choose craft for the high-
quality ingredients over mass-produced beer brands
– Millennials, who seek strong value, not always lower cost, view craft
beer as an affordable luxury
Photo © Brew Republic
INSIGHT 6
Craft Beer & Beyond:
Millennials Seek Independent, Transparent
Options
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11. • Millennials seek food credibility, authenticity of ingredients and convenience
– Millennials drive restaurant evolution: customized menu, online ordering/app,
unique foods and flavors
– Millennials have the power to boost or cripple the restaurant business
– Although annual restaurant visits are down by 21% over the last seven years,
Millennials have driven significant traffic and revenue increases at “relatively
inexpensive brands” like Chipotle, Panera and Starbucks
Photo © Nation’s Restaurant News
INSIGHT 7
Fast Foodies:
Millennials Push for Innovation in
QSR
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12. For our full plate of
insights or for a
custom presentation, contact:
cone@conecomm.com
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What
does this
mean for
you?