The 10 Food Trends Millennial Foodies Want to Try Most

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

We asked Millennial and Gen Z foodies the biggest food trends they’ve been interested in lately…

Thanks to Millennials and Gen Z, food has become a part of pop culture. Restaurants can go viral—even when they don’t expect it—and dishes can become social media stars. It seems that there’s a new food trending weekly, and we’re always on the lookout for the next big food obsession, but what are young foodies really interested in trying?

According to our recent survey on cooking and food trends, 48% of 13-34-year-olds consider themselves foodies. Millennials are more likely to say they’re a foodie than Gen Z, at 50% and 41% respectively. As we noted last year, the fact that half of 13-34-year-olds consider themselves a foodie says something about the mainstreaming of food culture. Out of all 13-34-year-old respondents, 38% say that they have visited a new restaurant that they found out about through social media, and 30% say they have waited in line to try a food/beverage everyone is talking about. From brands collaborating with viral food stars like Black Tap to those repositioning their products to fit into the modern food scene, we’re increasingly seeing companies turn food trends into opportunities. To keep tabs on the latest food trends to know, we asked these self-identified foodies, “What is the biggest food trend you’ve been interested in recently?”* Here are their top responses:

*These were open-end response questions to allow us to capture the full range of food trends that 13-34-year-olds foodies are interested in trying. As with any qualitative question, the responses include those that are top of mind and those that are most popular. The list is ordered according to number of responses received, and alphabetically when ties occurred. 

What is the biggest food trend…

 
 

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The Newsfeed

Quote of the Day: “I don't drink on a typical night, but my choice when I do have a drink is often red wine.”

—Female, 34, FL

13 Reasons Why, the Netflix series about a teen girl’s suicide, has some mental health professionals worried. While some applaud the show for increasing awareness about teen suicide, others fear the series could act as suicide contagion, increasing the risk of an individual engaging in copycat behavior. School districts across the U.S. are sending letters to parents to discuss the show and red flags to watch for in teens’ behavior, while counsellors are having conversations with students and patients. The National Association of School Psychologists has recommended that at-risk youth shouldn’t watch the series, and cautions adults to help teens differentiate “between a TV drama and real life.” (CNN)

U.K. Millennials consider themselves ‘grown up’ at age 27, according to a recent survey by Nationwide Current Accounts. With shifting paradigms surrounding adulthood, Millennials are defining maturity differently, and over half surveyed feel like entrance to adulthood depends on particular milestones rather than age. One in five believe they’re mature when they have children and another one in five when they move out of their parent’s home. Interestingly, Ypulse’s Adulting trend found that paying their own bills is the top sign of adulthood for Millennials in the U.S. (Telegraph)

Millennial shoppers are re-defining retail by purchasing on mobile, returning at higher rates, and ‘showrooming’—selecting clothes in-store then purchasing online—as a part of their “normal” purchasing process.  According to Criteo, as more clothing is purchased online, retailers can expect larger cart sizes at checkout, and return rates as high as 30-50%—which could create an opportunity to get young shoppers back into stores. Successful retailers are ““moving seamlessly between” online and off by covering return shipping costs or allowing in-store returns, innovating their online experiences, and keeping a high volume of product available in both spaces. (MediaPost)

Mexican wine country is becoming a top travel destination for Millennials. Cheaper, artsier, and arguably more authentic than Napa or Sonoma, Valle de Guadelupe is quickly accruing acclaim with twenty and thirtysomethings, who Ypulse has found love their wine. The small strip of vineyards and restaurants is shifting to suit their needs with food trucks, modern art, and even Uber for wine tours, when just a decade ago, the area didn’t even have the necessary roads to facilitate tourism. One winery owner observes, “What used to happen in this part of the world was that no one had anything to do and now everyone has appointments every hour.” (NYTimes)

The restaurant industry currently employs one third of all working teenagers, thanks to a recent uptick in teen employment. According to the Bureau of Labor Statistics, teens made up 35% of all restaurant workers in 2016, the highest percentage since 2009. Teen participation in the restaurant industry was above 50% until the Great Recession when it started a steep downward trend, causing staffing challenges across the industry. But it’s too early to know if the recent boost in employment signals a new trend or is just “a temporary blip.” (National Restaurant Association)

Quote of the Day: “If a brand is going to interact with a 'fandom' of any sort, they’d better either A) Know what they're talking about and have someone lead the interactions who is a fan as well, or B) Be honest in a funny way…”

—Female, 21, Virginia

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