Millennial Moms as Food and Beverage Consumers  11/16/2015

Food culture has exploded in recent years. As evidenced by the number of websites, blogs and social posts dedicated to culinary pursuits, it’s clear that today’s consumer cares about food more than ever. But that interest is not limited to artisanal pickles and homemade jam, Millennial consumers, particularly moms, are redefining the way they shop and cook for their families. Below is a snapshot of the Millennial Mom’s attitude towards food, grocery shopping, and what this means for your brand.

What’s on the menu for Millennial Moms?
As a group, Millennials Moms tend to be healthier eaters than older generations and aim to make healthy food choices for their families. In a 2014 Private Label Manufacturers Association (PLMA) study, 6 out of 10 Millennials report eating healthier than their parents and half say they regularly consume organic products. Interestingly, this trend toward healthier choices applies across all income levels. While upper income Millennials are more likely to be shopping in natural and organic grocery stores, moms with tighter budgets also demonstrate a desire for foods made with all-natural ingredients and are particularly interested in healthy cooking. Brands can reach this demographic with products that appeal to her desire for wholesome, natural ingredients, along with convenience and quality.

She Researches Before She Buys
Millennials as consumers—particularly young women—are turning to the Web to seek guidance when making purchasing decisions about food for their families: What is the best-tasting tomato sauce? What supermarkets carry gluten-free bread? Research shows that smartphones are the device of choice for gaining access to a variety of services and information—in fact, 35% of food and beverage product page views are accessed from a mobile device and 40% report using a smartphone while shopping in stores. Millennial moms are looking for online ratings, consumer-generated product reviews and digital coupons. By providing helpful information along the consumer’s journey, you’ll capture her attention early in the research process and give her the confidence to buy.

It’s All About Quality and Value
Millennial Moms place a high premium on quality and value when they shop for groceries for their household. In another PLMA study, the Millennials surveyed reported affordability (56%) and value (47%) as their top considerations when deciding to purchase a product. But here’s the good news for brands – once she tries your product, she’s 55% more likely to purchase it again! How do you get her to give your brand a shot? Product quality improvements, new and innovative products, and a greater variety of package sizes—including trial packs, are all options for converting Millennial Moms to your brand.

Does your brand need help getting off the shelf and into her cart?

Contact Women’s Marketing Inc. to learn how we can help your brand reach your target customer.

Sources: Private Label Manufacturers Association Millennial Study, Babycenter 2014 Millennial Mom report, bazaar voice

Join us for the ECRM Grocery & Specialty Week where 2 events will be taking place simultaneously. During these events, buyers and sellers have the opportunity to meet face to face to discuss business opportunities. Below is a list of the events that will take place at the Sheraton San Diego Hotel & Marina in San Diego, California during the ECRM Grocery & Specialty Week:

Andrea Van Dam

Women's Marketing

Women’s Marketing is the leading media strategy, planning, and buying organization for emerging and high-growth brands. We offer a deep understanding of how women consume, engage, and take action with media, with unmatched expertise in beauty, health, fashion, food, and beverage. Every Women’s Marketing client enjoys the benefits associated with the significant purchasing scale we achieve through the vast network of companies we serve and our strong relationships with global media leaders.

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