Denise Purcell | 6 Dec 2021

Millennials, adults ages 25 – 41, are driven to purchase specialty foods that support small companies around the globe and use clean, simple ingredients, according to the SFA’s Today’s Specialty Food Consumer report, 2021-2022 Edition. The annual report surveys consumers to understand the demographics, behaviors, usage occasions, and shopping habits by different generations.

Here are highlights of some Millennial drivers, preferences, and attitudes that are helpful to makers, buyers, and marketers when trying to reach these consumers.

Biggest purchase drivers: simple, clean, recognizable ingredients; support smaller companies around the globe

Top specialty food uses: lunch, snacking, special occasions, to have on hand for unexpected guests, as gifts

Popular retail channels: natural supermarkets, discounters, wine or liquor stores, specialty food stores

What they value in a store:

• Order groceries online (click-and-collect or home/office delivery)
• Agree with the company values or philosophy
• Fresh healthy snacks (e.g., hard-boiled eggs, drinkable soups, pre-cut vegetables, dips)
• Unique/unusual brands and products

What they value at foodservice:

• Willing to pay more to upgrade menu options (e.g., premium/organic meat, wild-caught seafood, local/regional ingredients)
• Customized orders

Interested in: All natural, eco-friendly, non-GMO, fair trade, climate-friendly, ethical, ready-to-drink nutritional beverages, plant and meat blended products, alternate proteins

Tech habits: In addition to being big online food shoppers, Millennials regularly read reviews, order food, purchase groceries, scan and compare prices, find recipes, and pay for meals and groceries via their phones.

To learn more, go here for the full Today’s Specialty Food Consumer research.