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    Millennial Specialty Food Consumers: What They Want

    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.