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Transcription

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2 Hands Up!

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4 Defining Millennials How engaged are they? Role of pack & product

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6 WHAT DRIVES MILLENNIALS EATING BEHAVIOUR Defining Millennials

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8 Are Millennials so different?

9 Gamified survey All age cohorts Focus on health, lifestyle and priorities

10 - 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

11 - 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

12 - 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

13 MMR Supermarkets Ltd Traceable ingredients Minimally packaged Locally sourced Sustainably sourced Gives back to society Fairtrade Small batch production Natural Environmentally friendly Lesser know, smaller brand Beautifully packaged Healthier Nourishing Customisable Convenient Recognisable ingredients Organic Beautifully packaged Well known, larger brand Great taste Thankyou for shopping with MMR

14 MILLENNIAL GEN X BOOMERS MINDFUL NOURISHERS APATHETIC ANYBODIES 34 DISCERNING WARRIORS COMPETITIVE CONFORMISTS 50 28% 32% 11% 15% Breaking News: No Millennial Segment. Breaking News:

15 #1 MINDFUL NOURISHERS 28% Conscious choices about what to eat and drink + Conscious effort to get 5 portions of fruit and veg 26 + Avoid processed foods + Regularly cook from scratch + Experiences more important than possessions Nourishing Environmentally friendly Sustainably sourced Natural Recognisable ingredients Main supermarket shoppers with additional top up shops Shop in supermarket & local stores inc butchers and bakers Sainsbury's shoppers Non working (retired) 66 56

16 #2 APATHETIC ANYBODIES 32% Never get around to exercise + Eat what I fancy all the time --Consider my impact on the planet daily --Wholegrain is an important part of my diet --Avoid processed food if I can 34 Convenient Great Taste Tesco shoppers Frequently visits the cinema & plays computer games

17 Consider impact on planet daily + Regularly cook from scratch + Select brands that others don t 21 Minimally packaged Lesser known, smaller brand Small batch production Customisable Frequent social media users; Facebook, Snapchat and Instagram Hobbies include going to the gym & craft activities

18 #4 COMPETITIVE CONFORMISTS 15% Worry about most things + Choose snacks to boost health + I use tech to monitor my fitness + Keeping fit is about looking good + Believe I can make a positive difference 35 Organic Environmentally friendly Shop at multiple formats of food and drink stores Beautifully packaged Well known, larger brand Enjoy travelling, reading & Internet shopping Natural

19 Millennial is a mind set, not a demographic Echo Boomers most mindful, and equal on experience seeking Millennial segment worried about future, highly competitive and interested in accessible experiences

20 WHAT DRIVES MILLENNIALS EATING BEHAVIOUR How engaged are they?

21 Profiled 20 food & drink categories across 25 emotions Compared profiles of Millennials with Boomers Looking for perceptual shifts

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23 MILLENNIAL 0.89 GEN X BOOMERS Breaking News: No Perceptual Shift. Breaking News: No

24 Bread: Emotional Signal Younger Older Traditional Simple Comforting Trustworthy Easygoing Genuine Approachable Confident Energetic Modern Serious Sophisticated Fun Adventurous Unique Boring Inspiring Youthful Masculine Feminine Pretentious Arrogant Aggressive Irritating Traditional Simple Comforting Trustworthy Genuine Easygoing Approachable Confident Modern Inspiring Fun Serious Energetic Unique Adventurous Youthful Boring Sophisticated Feminine Masculine Pretentious Irritating Arrogant Aggressive Bread lacking INSPIRATION with Millennials

25 Breakfast Cereal: Emotional Signal Younger Older Traditional Traditional Comforting Comforting Genuine Simple Easygoing Trustworthy Fun Easygoing Energetic Approachable Youthful Genuine Modern Modern Approachable Confident Trustworthy Fun Confident Energetic Simple Inspiring Inspiring Youthful Unique Adventurous Adventurous Unique Sophisticated Serious Pretentious Sophisticated Masculine Feminine Serious Masculine Feminine Boring Boring Pretentious Arrogant Irritating Irritating Arrogant Aggressive Aggressive Trust in Breakfast Cereals is biggest concern However, category improves on Fun and Energy

26 WHAT DRIVES MILLENNIALS EATING BEHAVIOUR How Pack & Product work harder?

27 I never read whole articles I just flick through everything! Impact: Evolved coping mechanisms Responsive to: Non-conscious cues We re in constant competition with each other s profiles Impact: Individualistic conformism Responsive to: Authentic/Realness cues What s the point in planning for a house now? I d rather spend on the here and now Impact: Live for now Responsive to: Experiences

28 Ambition Co-create Millennial Biscuit Premium, social, popular Objectives Develop brand idea delivering authenticity Engage pack & product to strengthen key equities premium, sharing, social Explore opportunities to dial up experience

29 Pack: Example non-conscious hot buttons Distinctive structure: Social currency Social function: Netflix ready Substrate: Critical! Quality cue Ethical cue Social indicator

30 Product: Example non-conscious hot buttons Ingredients: Oats mean real Form: Uniform means mass Thickness: Thin means mass

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32 EVENTS presents Friday 2 nd December 2016 What really matters to Millennials and what to do about it Be the first to discover insights and implications of a new study spanning food and drink categories and beyond Do Millennials really exist as a demographic? How do Millennials feel about 20 leading food and drink categories? How do you create the perfect brand, pack and product with Millennials in mind? We ve accessed the attitudes and behaviours of over 2000 UK consumers to bring new thinking for you and your team. Join us for juice, coffee and pastries at The Den at The Collective, London on Friday 2 nd December at 9.15am for a 9.30am start (finish at 11am). For those who can stay, we will offer an optional moderated insights and implications discussion after the main event, where your expertise will be invaluable! Free registration at