Understanding millennial grocery shoppers’ behavior and the role of the registered dietitian nutritionist
Millennials are all about that recipe-based
grocery shopping. In 2014, the Food Marketing Institute (FMI), which is a
nonprofit that supports food retail industries, reported Millennials are more
interested in the last-minute, rushed, spur-of-the-moment approach to shopping
than previous generations. Nearly 25% of meals purchased are eaten the same
day, the FMI found. Christina Miller, MS, RD weighed in, saying this a good
thing; this generation places much greater emphasis on purchasing fresh.
Millennials are more interested in buying organic, natural and locally grown
products (Peregrin, 2015).
Educating recipe-based shoppers effectively is about staying up to date on trends. “Many millennials enjoy watching food shows and cooking with trendy, new food items,” Julie McMillin, RD, LD, director of health and wellness at Hy-Vee, said. Millennials are more interested in nutrition. Particular emphasis is given to mainstream foods (quinoa, Iroquois white corn, Einkorn wheat, Duborskian rice, Kamut, barley, and kale for example), the health benefits (good and bad) of foods, and where the food is coming from. On a practical level regarding RDs, keep in mind food shows, social media and other channels influence millennial purchases (Fromm, 2014; Peregrin, 2015; U.S. Chamber of Commerce Foundation, 2014). McMillin’s advice, “Make it an effort to know what foods are trending, how to use them, and how to work them into recipes.”
Millennials are less loyal to specific brands and shop at multiple retailers including farmer’s markets, big box stores, and specialty stores. This generation also seeks out specialty foods such as organic, natural and ethnic products, and are more willing to pay more for foods they value (Hoffmann, 2014; Peregrin, 2015).
Millennials also are more likely to tap into the social media community and use grocery shopping apps. Facebook, Twitter, and Instagram have huge a millennial member base, and you will find this generation uses these channels to share their experiences. While social media may point these young shoppers in a healthful direction, RDs should have social and media presence and stay current on new food trends and apps. Having a social media presence and staying current on trends will help RDs to 1. Filter misleading nutrition claims, 2. Understand how their clients approach food, 3. Better relate to their clients, 4. Help clients easily navigate grocery store aisles and 5. Help client achieve their goals.
References
Fromm, J. (2014). Who will win the battle for the millennial grocery shopper? The Business Journals. Retrieved from: http://www.bizjournals.com/bizjournals/how-to/marketing/2014/04/grocery-stores-battle-for-millennials.html
Hennessy, M. (2014). Grocery shopping in the 2014: diversified and fragmented, says FMI. Retrieved from: http://www.foodnavigator-usa.com/Markets/FMI-Hartman-Group-grocery-shopping-trends
Hoffman, B. (2012). How ‘millennials’ are changing food as we know it. Retrieved from: http://www.forbes.com/sites/bethhoffman/2012/09/04/how-millenials-are-changing-food-as-we-know-it/
Peregrin, T. (2015). Understanding millennial grocery shopper’ behavior and the role of the registered dietitian nutritionist. Journal of the Academy of Nutrition and Dietetics. 115(9), 1380-1383.
U.S. Chamber of Commerce Foundation. (2014). The millennial generation research review. Retrieved from: http://www.uschamberfoundation.org/millennial-generation-research-review
CP
Educating recipe-based shoppers effectively is about staying up to date on trends. “Many millennials enjoy watching food shows and cooking with trendy, new food items,” Julie McMillin, RD, LD, director of health and wellness at Hy-Vee, said. Millennials are more interested in nutrition. Particular emphasis is given to mainstream foods (quinoa, Iroquois white corn, Einkorn wheat, Duborskian rice, Kamut, barley, and kale for example), the health benefits (good and bad) of foods, and where the food is coming from. On a practical level regarding RDs, keep in mind food shows, social media and other channels influence millennial purchases (Fromm, 2014; Peregrin, 2015; U.S. Chamber of Commerce Foundation, 2014). McMillin’s advice, “Make it an effort to know what foods are trending, how to use them, and how to work them into recipes.”
Millennials are less loyal to specific brands and shop at multiple retailers including farmer’s markets, big box stores, and specialty stores. This generation also seeks out specialty foods such as organic, natural and ethnic products, and are more willing to pay more for foods they value (Hoffmann, 2014; Peregrin, 2015).
Millennials also are more likely to tap into the social media community and use grocery shopping apps. Facebook, Twitter, and Instagram have huge a millennial member base, and you will find this generation uses these channels to share their experiences. While social media may point these young shoppers in a healthful direction, RDs should have social and media presence and stay current on new food trends and apps. Having a social media presence and staying current on trends will help RDs to 1. Filter misleading nutrition claims, 2. Understand how their clients approach food, 3. Better relate to their clients, 4. Help clients easily navigate grocery store aisles and 5. Help client achieve their goals.
References
Fromm, J. (2014). Who will win the battle for the millennial grocery shopper? The Business Journals. Retrieved from: http://www.bizjournals.com/bizjournals/how-to/marketing/2014/04/grocery-stores-battle-for-millennials.html
Hennessy, M. (2014). Grocery shopping in the 2014: diversified and fragmented, says FMI. Retrieved from: http://www.foodnavigator-usa.com/Markets/FMI-Hartman-Group-grocery-shopping-trends
Hoffman, B. (2012). How ‘millennials’ are changing food as we know it. Retrieved from: http://www.forbes.com/sites/bethhoffman/2012/09/04/how-millenials-are-changing-food-as-we-know-it/
Peregrin, T. (2015). Understanding millennial grocery shopper’ behavior and the role of the registered dietitian nutritionist. Journal of the Academy of Nutrition and Dietetics. 115(9), 1380-1383.
U.S. Chamber of Commerce Foundation. (2014). The millennial generation research review. Retrieved from: http://www.uschamberfoundation.org/millennial-generation-research-review
CP
As we all know that coupon extract is a part of a former era, but online couponing is alive and well. Apart from this, loyalty program is also an important thought for Millennial Shoppers.
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