Millennials make up nearly a quarter of the world’s population, and their influence on the marketplace continues to grow.

When it comes to food, a recent analysis from Nielsen shows that Millennials value convenience, healthiness, and environmental and social impact. Read on for more details.

Millennials seek convenience and on-the-go options

  • 58% of Millennials eat out at least once a week, and more than half (52%) prefer to eat at quick service restaurants.
  • 44% eat snacks as a meal replacement.
  • While only 16% of Millennials say they eat most of their dinners on the go or with friends, this is a fourfold increase compared to older generations like Baby Boomers.

Millennials look for transparency, as well as social and environmental responsibility

  • A large majority of Millennials want to know more about how their food is produced, and want to “see the story behind the scenes” (81% and 80%, respectively).
  • 51% check packaging labels to ensure positive social and environmental impact.
  • 73% are willing to pay more for sustainable brands.
  • 38% say fair-trade is a very important attribute that influences their purchasing decisions.

Millennials are open to online grocery and food-ordering options

  • 64% of Millennials are willing to shop at a virtual supermarket, though only 18% have done so thus far.
  • 57% are willing to order online for delivery to home.

Millennials’ food choices are shaped by health concerns

  • 81% of Millennials are willing to pay more for foods with health benefits.
  • 36% say organic is a very important health attribute that influences their purchasing decisions.

Millennials are interested in new products and innovation

  • 66% purchased a new product on their last grocery shopping trip.
  • Nearly half of Millennials are willing to pay a premium for innovative new products.

For more information, see Nielsen’s analysis.


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