WHAT REALLY MATTERS TO ‘MILLENNIALS’Coffee Crisps Energy Drinks Frozen Vegetables Fruit Juice &...

WHAT REALLY MATTERS TO ‘MILLENNIALS’ and what to do about it


ARE MILLENNIALS SO DIFFERENT?


Comprehensive U.K study: Millennials, Gen X & Boomers n=2100

35 Lifestyle statements

20 Choice priorities

Precision analytics


- Worry about my health

- Make a conscious effort to exercise several times a week

- Eat what I want and don’t really worry about my health

- Avoid processed foods if I can

- Make conscious choices about what I eat and drink

- Drink alcohol regularly

- Make an effort to get 5 portions of fruit & veg each day

- Never get around to exercise

- High fibre foods are boring

- Choose snacks to boost health


- Often snack in place of a meal

- Usually the first among my friends to try new products

- Experiences are more important than possessions

- Worry about most things

- Keeping fit is about looking good

- Believe I can make a positive difference to the world

- Consider my impact on the planet daily

- Beauty starts from within

- Worry about my finances daily

- Seek out new taste experiences


- There’s too much choice in supermarkets

- Tend to select brands that other’s don’t

- Buy the cheapest on display

- Buy the most expensive on display

- Most brands understand my specific needs

- Small brands are more trustworthy

- Products I buy make a statement about who I am

- Free-From is better for you

- Choice in supermarkets is boring


Traceable ingredientsMinimally packagedLocally sourcedSustainably sourcedGives back to societyFairtradeSmall batch productionNaturalEnvironmentally friendlyLesser know, smaller brandHealthierNourishingCustomisableConvenientRecognisable ingredientsOrganicBeautifully packagedWell known, larger brandGreat taste

Thankyou for shopping with MMR

MMR Supermarkets Ltd


24

26

50

31

34

35

34

21

46MINDFUL

NOURISHERSHEDONISTS

DISCERNING

WARRIORS

MILLENNIAL GEN X BOOMERS

28% 32% 11%

50

35

15

IMAGE

CONCERNED

15%

4 MIND-SETS - NO CLEAR MILLENNIAL SEGMENT


MINDFUL

NOURISHERSHEDONISTS

DISCERNING

WARRIORS

IMAGE

CONCERNED

Environmentally friendly

Sustainably sourced ingredients

Locally sourced ingredients

Gives back to society

Minimally packaged

Brand new product

Well known larger brand

Beautifully packaged

ConvenientRecognisable ingredients

Nourishing

Traceable ingredients

Great tasting

Small batch production

Lesser known smaller brand

Customisable

Healthier

Natural

Fairtrade

Organic


DEFINED BY:

CHOICE PRIORITIES: KEY SUMMARY:

#1 MINDFUL NOURISHERS 28%

• Conscious choices about what to eat and drink

• Conscious effort to get 5 portions of fruit and veg

• Avoid processed foods

• Regularly cook from scratch

• Experiences more important than possessions

Nourishing


Sustainably sourced

Natural

Recognisable ingredients

HEALTH CONSCIOUS

ENVIRONMENTAL

EXPERIENTIAL

24

26

50

4555

Millennial

Break

MILLENNIAL GEN X BOOMERS

OLDER

YOUNGER

MINDFUL

NOURISHERS

28%


DEFINED BY:


#2 HEDONISTS 32%

• Eat what I fancy all the time

• Never get around to exercise

• Stick to tired & tested favourites

Convenient

Great Taste

Well known, larger brands

APATHETIC

PLEASURE SEEKING

LOWER ENGAGEMENT

31

34

35 4753

Millennial

Break

MILLENNIAL

OLDER

YOUNGER

GEN X BOOMERS

HEDONISTS

32%


DEFINED BY:


Millennial

Break

#3 DISCERNING WARRIORS 11%

• Select brands that others don’t

• Wholegrain is important

• Consider impact on planet daily

• Regularly cook from scratch

Minimally packaged

Lesser known, smaller brand

Small batch production

Customisable

Locally sourced

MINIMALIST

DISCERNING

PROVENANCE

34

21

46

37

63

MILLENNIAL

OLDER

YOUNGER

GEN X BOOMERS

DISCERNING

WARRIORS

11%


DEFINED BY:


#4 IMAGE CONCERNED 15%

• Keeping fit is about looking good

• Products I buy make a statement

• Choose snacks to boost health

• I use tech to monitor my fitness

• Worry about most things

Organic


Beautifully packaged

Well known, larger brand

Natural

IMAGE LED

COMPETITIVE

DETERMINED

50

35

15

5050 Millennial

Break

MILLENNIAL

OLDER

YOUNGER

GEN X BOOMERS

IMAGE

CONCERNED

15%


MILLENNIAL

GEN X

BOOMERS

Be meaningfully distinctive

Prioritise heritage

Broaden provenance (authenticity)

Deliver ‘Lifestyle Markers’

Deliver ‘Ammunition’

Offer competitiveness (Shots, Boosts, Top Ups..)Offer short cuts to altruism (Organic, Fairtrade…)Offer immediacy…

Think: Kudos


24%

36%

13%

26% 28%

43%

9%

20%

44%

34%

15%

7%

Millennials Gen XBoomers

Mindful

NourishersHedonists

Discerning

WarriorsImage

Concerned

SUMMARY: 4 MIND-SETS +++ NO CLEAR MILLENNIAL SEGMENT +++ PUREST MILLENNIAL MIND-SET: ‘IMAGE CONCERNED’

CATEGORY ENGAGEMENT


20 food & drink categories profiled across emotional & functional conceptualisations

Compared profiles of ‘Millennials’ with ‘Baby Boomers’

Looking for clarity of ‘signal’


Frozen VegetablesChocolate BarsCereal BarsCrispsCarbonated Soft DrinksFruit Juice & SmoothiesBreakfast CerealsYogurtMilkMilk AlternativesWineBeerCiderTeaCoffeeBreadReady To Eat PopcornEnergy DrinksBiscuitsCanned Soup

Comforting Traditional

Simple Easy going

Approachable Trustworthy

Genuine Sophisticated

Confident Fun

Inspiring Feminine Modern Unique

Energetic Serious Youthful

Adventurous Masculine

Boring Pretentious

Irritating Arrogant

Aggressive


CATEGORY SIGNAL ANALYSIS


Tra

dit

ional

Com

fort

ing

Sim

ple

G

enuin

e

Tru

stw

ort

hy

Appro

achable

Easy

goin

g

Confi

dent

Modern

Insp

irin

g

Fun

Seri

ous

Energ

eti

c

Uniq

ue

Adventu

rous

Youth

ful

Sophis

ticate

d

Fem

inin

e

Bori

ng

Masc

uline

Pre

tenti

ous

Irri

tati

ng

Arr

ogant

Aggre

ssiv

e

Losing Meaning. More Sophisticated. Less Inspiring

Lea

st

ass

oci

ate

d

Mo

st a

ssocia

ted

Lea

st

ass

oci

ate

d

Mo

st a

ssocia

ted

Tra

dit

ional

Sim

ple

Com

fort

ing

Tru

stw

ort

hy

Easy

goin

g

Genuin

e

Appro

achable

Confi

dent

Energ

eti

c

Modern

Seri

ous

Sophis

ticate

d

Fun

Adventu

rous

Uniq

ue

Bori

ng

Insp

irin

g

Youth

ful

Masc

uline

Fem

inin

e

Pre

tenti

ous

Arr

ogant

Aggre

ssiv

e

Irri

tati

ng


Lea

st

ass

oci

ate

d

Mo

st a

ssocia

ted

Lea

st

ass

oci

ate

d

Mo

st a

ssocia

ted

Tradit

ional

Com

fort

ing

Tru

stw

ort

hy

Sim

ple

Easy

goin

g

Appro

achable

G

enuin

e

Energ

eti

c

Confi

dent

Modern

Fun

Insp

irin

g

Youth

ful

Adventu

rous

Seri

ous

Uniq

ue

Fem

inin

e

Sophis

ticate

d

Masc

uline

Bori

ng

Pre

tenti

ous

Irri

tati

ng

Arr

ogant

Aggre

ssiv

e

Tradit

ional

Com

fort

ing

Genuin

e

Easy

goin

g

Fun

Energ

eti

c

Youth

ful

Modern

Appro

achable

Tru

stw

ort

hy

Confi

dent

Sim

ple

Insp

irin

g

Uniq

ue

Adventu

rous

Sophis

ticate

d

Pre

tenti

ous

Masc

uline

Seri

ous

Fem

inin

e

Bori

ng

Arr

ogant

Irri

tati

ng

Aggre

ssiv

e

Losing meaning. Losing Trust and Simplicity


Tra

dit

ional

Masc

uline

Genuin

e

Easy

goin

g

Appro

achable

Fun

Com

fort

ing

Trust

wort

hy

Sim

ple

M

odern

Confi

dent

Adventu

rous

Energ

eti

c

Youth

ful

Uniq

ue

Seri

ous

Insp

irin

g

Aggre

ssiv

e

Arr

ogant

Sophis

ticate

d

Pre

tenti

ous

Bori

ng

Irri

tati

ng

Fem

inin

e

Lea

st

ass

oci

ate

d

Mo

st a

ssocia

ted

Lea

st

ass

oci

ate

d

Mo

st a

ssocia

ted

Masc

uline

Confi

dent

Tra

dit

ional

Easy

goin

g

Genuin

e

Fun

Modern

A

ggre

ssiv

e

Adventu

rous

Youth

ful

Appro

achable

Sim

ple

Energ

eti

c

Tru

stw

ort

hy

Insp

irin

g

Arr

ogant

Com

fort

ing

Uniq

ue

Pre

tenti

ous

Irri

tati

ng

Seri

ous

Bori

ng

Sophis

ticate

d

Fem

inin

e

Losing meaning. More Aggressive. Less Comforting


MILLENNIALS

(18-34)

BOOMERS (55+)

CATEGORY SIGNALS CONSISTENTLY LOSING CLARITY

BeerBiscuits

Bread

Breakfast Cereals

Canned Soup

Carbonated Soft Drinks

Cereal Bars

Chocolate Bars

Cider

CoffeeCrisps

Energy Drinks

Frozen Vegetables

Fruit Juice & Smoothies

Milk

Milk Alternatives

Ready to eat Popcorn

Tea

Wine

Yogurt 0.90: Energy Drinks

0.50: Beer

0.64: Tea

0.67: Biscuits, Cider

0.70: Fruit Juice & Smoothies0.71: Chocolate Bars

0.75: Wine

0.80: Carbonated Soft Drinks e.g. Cola

0.88: Popcorn

0.74: Coffee, Cereal Bars

0.59: Canned Soup, Milk

0.53: Crisps, Yoghurt

0.51: Milk Alternatives

0.48: Breakfast Cereals0.47: Frozen Vegetables

0.44: Bread


Less

Experience More Noise

Why?

More Choice


Build ‘non-conscious’ communication

Engineer ‘meaningful distinctiveness’

Create ‘mindless purchasing’


SUMMARY & SO WHAT?


MILLENNIAL IS A MIND-SET

MORE IMAGE CONCERNED

LESS ENGAGED IN CATEGORIES

LEADING ON SYSTEM 1

SEEKING LIFESTYLE MARKERS

#SU

MM

ARY


#SO

-WHA

TTARGET MINDSET, NOT AGE

OFFER AMMUNITION

PRIORITISE NON-CONSCIOUS CUES

SEAMLESS BRAND/PACK/PRODUCT

CREATE MINDLESS PURCHASING

WHAT REALLY MATTERS TO ‘MILLENNIALS’Coffee Crisps Energy Drinks Frozen Vegetables Fruit Juice &...

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