The Millennial Meal Plan

Today's post comes from Ypulse team member Gwen Radsch.

The Millennial Meal Plan

Food ArticleAs the US Census has frequently reported, the Millennial generation is extremely diverse. With this diversity comes an exposure to many different cultures, including traditional, and not-so-traditional, cuisine. International is becoming local and the flavors of every country have never been so easy to find as they are today. For example, in our Lifeline Report on Food and Beverage habits among Millennials conducted earlier this year, we found that 33% consume rice, almond, or soy milk at least occasionally. These types of milks were pretty rare not too long ago, but now a full third of Millennials consider them a standard part of their diet.

Millennials are approaching food and meals in a very different way; it is less about just grabbing a bite and more about creating a memory. A quick look at Instagram, Pinterest, or the many Tumblrs devoted to food will show you that this generation doesn’t just expect a meal at the dinner table, but rather to have an influential experience. Fully 1 in 5 (21%) Millennials report that they have attended a food festival which shows how food has evolved into more than just calories, but instead evokes a communal experience that was once reserved for music and Star Trek.

Recently, much has been made of the fact that Millennials are less brand loyal than Boomers when it comes to food purchases. It is possible that the economy is impacting whether this generation is willing to pay extra for a brand name, but given that they are in a highly experimental time in their lives, many of them cooking for themselves for the first time, it is more likely they haven’t figured out which aisle in the supermarket fits them best. The critical question, however, is do they even…

 
 
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Millennial News Feed

Quote of the Day: “This year for Halloween I’m going to watch cooking theme shows like Halloween Wars.” –Female, 15, TX 

Millennials are clearly disenchanted with politics. When a recent poll asked who they blame the “political gridlock” in Washington on, 56% of 18-29-year-olds said “all of them.” These young consumers are also more likely to volunteer than to vote in the midterm elections. Interestingly, of the small percentage who say they definitely will vote, 51% said they would vote Republican, versus 47% who said they would vote Democrat. (The Atlantic)

It seems that more kids than ever have allergies these days, and for these ingredient-sensitive children, trick-or-treating can be less fun. (Imagine handing over the majority of your candy at the end of the night? No thanks.) This year, The Teal Pumpkin Project is campaigning to raise awareness about these allergies: houses displaying a teal pumpkin signal to trick-or-treaters that nonfood treats are being handed out. Since launching on Facebook earlier this month, the campaign has “reached more than 5.5 million people and been shared 55,000 times,” and over 2,000 pictures on Instagram have been tagged #TealPumpkinProject. (Inc.)

R.L. Stine’s scary Goosebumps and Fear Street series delighted and terrified tons of ‘90s kids, and the author has given these nostalgic consumers a Halloween treat. For the third year in a row, Stine has written an entirely new horror story on Twitter in a series of 15 tweets. The story, “What’s In My Sandwich,” has spread far beyond his 134,000 followers, and is being reposted around the web. (JezebelBuzzfeed)

Marketing on visual social platforms—Snapshot Marketing— has very quickly become an essential way to reach young consumers, and now it’s being put in motion: as of today, Instagram video ads are live. Disney, Activision, Banana Republic, the CW, and Lancome are the first brands to purchase these 15-second auto-display spots on the network. Disney and Activision are both featuring clips from recent entertainment, while Banana Republic has utilized Hyperlapse to create a clip animating fashion sketches. Meanwhile, Snapchat sold its first video ad to Universal this month for the movie Ouija, which went on to win at the box office thanks to teens. (Adweek)

Since launching in 2011, Hello Giggles has not only earned 12 million unique views a month and a very healthy social following, it has also become "an incubator for young talent.” The site emphasizes positivity and girl power, and has built a community of over 600 young female writers, journalists, and creatives who both submit work to the site and support it on Instagram and Twitter. Giggles serves as somewhat as a resume for these women, many of whom have not yet entered the workforce. (Fast Company)

We don’t just deliver data. Along with our bi-weekly survey result data files, we provide our Gold subscribers with a topline report that synthesizes hand-picked, illuminating data points and our insights and expertise. Interesting differences between males and females, older and younger Millennials, ethnicities, and more are highlighted, and relevant statistics are streamlined into an easily consumed, concise, visual takeaway. (Ypulse)

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