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Perfect Imperfection: The Friday Don’t Miss List
The iPhone 6 mania, perfect imperfection on the runway, and Facebook’s next new app—all the news and trends you need to know...
September 19th, 2014
High-End Middle School: Five Big Trends Out of Fashion Week(s)
It used to be that the fashion world set the trends and consumers followed, but now we see that young consumers are influencing fashion...
September 18th, 2014
The Photo Sharing Apps to Know Next
Photo sharing has become a vital part of young consumers communication in a relatively short amount of time, and image sharing services are not just...
September 17th, 2014
Guest Post: What Marketers Can Learn From Millennials and Insecurity
It might seem like a contradiction, but though they’ve grown up in an age where Photoshopping online profile pictures is easily accessible,...
September 16th, 2014
Revisiting Millennial Workplace Myths
They have a rep for being demanding, disloyal, and yes, entitled, in the workplace. But some myths about Millennials on the job aren't standing...
September 15th, 2014
The Most Epic Yearbook Photo: The Friday Don’t Miss List
The new photobooth, apps that pop, and the yearbook photo to end all yearbook photos. We’re closing out the week with the insights...
September 12th, 2014
The Future of Life on Demand
The on-demand and sharing economies are upon us, and being embraced by young consumers, but what's next? The future of life on demand...
September 11th, 2014
GIF-Powered Marketing: The Rise of Branded GIF Content
GIFs have been adopted by Millennials online as a near-second language, and now savvy brands are using GIFs to create marketing content that captures young...
September 10th, 2014
Supermarket Sweep: The Race to Get Millenials Down the (Grocery) Aisle
Grocery stores are getting innovative, and testing new waters to attract a generation of disruptive shoppers.
Grocery shopping: It might not be glamorous, but it is a regular part of most consumers’ lives—including Millennials. However, young consumers have a different approach to buying food than previous generations, and they are changing the way that going to the grocery store is done, in some cases looking for ways to eliminate going at all. These foodies are more likely to plan their shopping around a specific recipe they’re planning to cook, to buy ingredients the same day they’re preparing a meal, and look for minimally processed and locally grown food and beverages. As one 26-year-old female Millennial told us, "When I’m grocery shopping, I look for labels that say Local, Free-Range, and No Animal Byproducts.” Meanwhile, 62.6% of 25-34-year-olds say they like to try new foods they’ve never eaten before, more than any other age group, with 16-24-year-olds trailing closely behind at 60.7%, supporting Millennials’ reputation for being more open to new food experiences. They are also the group most likely to be interested in grocery delivery. Their shopping and food preferences put pressure on big-box stores and traditional groceries, which need to adapt to attract the new generation of shopper. Here are three trends we see changing the food buying formula, and helping stores to get Millennials down the grocery aisle:
1. DINING IN AISLE THREE
Fast casual restaurants are struggling to attract Millennials, who are more interested in fresh, healthy meals that they aren’t convinced fast casual can deliver. But what if their casual dining was paired together with their grocery shopping? That’s exactly what’s happening in a grocery store restaurant trend that is increasingly being used to bring in young shoppers who are low on time, looking for easy ways to satiate their tastebuds, and kill two tasks with one bite. Food blog Eater recently posted that, “The grocery store is the hot new restaurant,” noting that dining in stores is “one of the fastest-growing segments of the grocery industry.” Whole Foods is a leader in the trend, with restaurants in various locations in the U.S. Their recently opened Brooklyn store includes two restaurants, a ramen spot, and a pub called The Roof. USA Today reports that the restaurant/grocery hybrid tactic is only growing, and predicts that “as older mainstream stores remodel, they're likely to add in-store dining.” One of the Millennial appeals to the trend is the perception that everything offered by a grocery store restaurant is likely made with fresh ingredients—the Brooklyn Whole Foods even includes a green garden where all their organic vegetables are grown. As young consumers continue to turn to food purveyors that make them feel as though they are buying better quality or eco-friendly ingredients, it is an easy step for them to turn to those same places for full meals as well.
2. INSTANT GROCERIES
As we mentioned, Millennials are the generation most likely to be interested in grocery delivery, and in a recent Ypulse biweekly survey 40% over age 18 said they have used, or would like to use, a grocery delivery service to gain back time in their day. Though they are a group of foodies with an interest in cooking, grocery shopping is also often seen as a chore, especially for a group that is increasingly buying ingredients on the day that they need them. One 27-year-old Millennial female told us, “I’d cut grocery shopping out of my life because it takes up too much time, I need to do it every other day. It's a time suck.” There is clearly a market for Millennials to be hand-delivered the ingredients they want, and several companies are making their mark as innovative grocery delivery services with tech at their core and Millennial mindsets as their target. Instacart is a site and app that promises the delivery of food orders within one hour, catering to the generations’ instant gratification expectation. The startup partners with local groceries to fill orders, and recently paired with Whole Foods Markets where Instacart “personal shoppers” are stationed to complete orders as they come in. The app allows users to create grocery lists and to shop from multiple available stores at once—all without ever leaving their home. Each order comes with a $3.99 fee, and they are currently active in San Francisco, Chicago, Seattle, Austin, Boulder, L.A., New York, Philadelphia, Atlanta, and are continuing to expand.
3. WASTE IN THE SPOTLIGHT
It might seem counterintuitive to broadcast that you are selling ugly looking food, but that is just what French market Intermarché successfully did with their “Inglourious Fruits and Vegetables” campaign this year. 300 million tons of fruits and veggies are thrown away each year—much of which is tossed because it doesn’t fit aesthetic standards that stores and consumers have for their produce. In an effort to combat this food waste, and as part of 2014 being declared “The European Year Without Food Waste,” Intermarché decided to make imperfect fruits and vegetables a featured part of their offerings. The chain (the largest grocery retailer in France) purchased these less-desirable products from growers and began to sell them in featured aisles where they were placed next to their “perfect” counterparts and sold at a steep 30% discount. The campaign included a series of posters touting the positive qualities of “inglorious” potatoes, carrots, eggplants, apples and more and a line of juices and soups made with the ugly ingredients. As a result, the store saw a 24% overall traffic increase, and the social network chatter reached over 13 million people in a month. Intermarché isn’t the only store to use waste to innovate their offerings: UK supermarket Sainsbury has created the “first outlet in the country to be powered solely through organic waste products." Though these campaigns could appeal to any generation, Millennials can be especially sensitive to their contributions to waste and environmental problems, having grown up hyper-aware of their eco-footprint. They want to be given easy ways to help co
Millennial News Feed
Quote of the Day: “If I played the lottery tomorrow and won $100,000,000 I would save most of it, donate some of it. And I'd buy my dad a boat, because I promised I'd buy him one if I was ever a millionaire.” –Female, 15, WA
This week, celebrity Photoshopping was debated online when fans criticized Beyoncé for posting an Instagram picture that looked altered to make her look slimmer. The star (and others) have been accused of using Photoshop or other image-fixing apps on social media photos before, a practice that many feel contributes to young female fans’ body issues, and does not align with the imperfection embracing and authenticity that so many young consumers expect. (BuzzFeed)
The Cartoon Network has launched an anti-bullying campaign called “I Speak Up” to encourage kids who have been bullied to reach out to trusted adults. Viewers are being encouraged to submit videos (with the permission of their parent or guardian) to share the anti-bullying message, and some of those videos will be featured in the campaign online and on TV. Visitors to the Speak Up website can also take a pledge to stop bullying, and earn special badges while playing Cartoon Network games. (PR Newser)
Young consumers are screen multitaskers, and second screen use while watching TV is a norm—but it’s not always clear to brands how they should engage in that behavior, and just throwing a hashtag on the screen isn’t going to cut it. Now Twitter says that studios and networks that live-tweet their popular programming (post and respond to viewers while the show is happening) can “dramatically boost followers and Twitter mentions” and even bump up TV ratings. (Recode)
YouTube is coming to the big screen. The digital comedy duo who create SMOSH, a channel with 30 million subscribers, has created a movie that will be distributed by Lionsgate. The movie is being described as a “Bill & Ted’s Excellent Adventurefor 2014” and will star a slew of other YouTube stars. The news is another example of traditional media embracing YouTube to entice young consumers, and the mainstreaming of the site’s stars. (Fast Company)
New research has found that across all grade levels and subjects, girls get better grades than male students—around the globe. The results have caused some to wonder if schools are “set up to favor the way girls learn and trip up boys.” Male students might be less able to self-discipline themselves, a key ingredient to doing well in classes, which means that the way education is structured plays into their weaknesses. (The Atlantic)
Have some lingering questions about Millennials that you need answered for an upcoming meeting? That’s what Ypulse is here for. Silver and Gold subscribers have access to Ypulse's trend and Millennial experts for quick, personalized feedback on any topic. After each insights article, subscribers can submit questions and requests directly to our experts and receive instant responses. (Ypulse)