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: “I'm trying to save roughly $5,000 to buy a vehicle. It will take me another 6 months or so.” –Male, 16, NC

The year started with a report that teens are leaving Facebook, and it’s ending the same way. A report this week showed that 88% of 13-17-year-olds were using the network in 2014, a drop from 94% in 2013. We’ve looked at the reasons that teens just aren’t as interested in Facebook before, and Ypulse’s latest social media tracker survey actually showed that currently only 63% of 13-17-year-olds say they use Facebook. (Mashable)

Millennial tastes are shaping the future of fast food, and majorly impacting longstanding brands. But what chains are keeping them happy now? YouGov BrandIndex ranked the restaurant chains that 18-33-year-olds would consider going to again to gauge their current brand loyalty. Gourmet sandwich chain Jimmy John’s topped the list, with 83% saying they would return. Chipotle, Chick-fil-A, Whataburger, and Subway made up the rest of the top five, in that order. (Business Insider)

Video sharing competition is heating up. Former Hulu CEO Jason Kilar has launched Vessel, his new subscription video service, which has been predicted to be a YouTube competitor. To entice creators to post content, they’re being offered $50 for every thousand views in the first three days they are posted, ifthey are only posted on Vessel. After a “72-hour exclusive window” the content can be shared on other sites. Currently Vessel is only open to creators, and a consumer launch “is pending.” (StreamDaily)

Kids are often shielded from adult content, usually because it is deemed too violent. But in reality, their bright cartoons might feature more carnage than grown-up fare. A recent study looked at the biggest children’s and adult movie hits in the same year and found that “two thirds of the 45 highest grossing children’s animated films feature an onscreen death of a major character” compared to half of the top “non-kid” films. “Death and destruction” are just a regular part of your average animated classic. (NYMag)

‘Tis the season for gift swaps, including the sinister favorite White Elephant—also known as Yankee Swap and Nasty Christmas. Old Navy is featuring the game in their holiday Vine campaign. Each day a video reveals gifts, from a high-end trip to a pogo stick, that will be given out, and every person who re-Vines or likes the clips is entered to win. The brand has also tapped 12 popular Viners to create their own clips in which they steal a previously opened gift or stay with the gift of the day. (Old Navy)

That image at the bottom of our newsletter is a gateway to insights and expert commentary on current and future Millennial trends. Clicking on it takes readers to our daily insights article, available to Silver and Gold tier subscribers, which illuminates a facet of Millennial culture and helps subscribers to understand the "why" behind the "what." Drawing from our ongoing collection of proprietary data, our deep-dive desk research, and our 10-year history of studying this generation, we figure out what it all means for brands and marketers. (Ypulse)

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