GEN Y Food Trends The most talkedabout generation

GEN Y Food Trends The most talked-about generation on the most primal of topics - food Gen Y Food Trends

Not all Gen Y’s are the same But they share behaviours and attitudes When it comes to food Gen Y, also referred to as ‘Millennials’ have very different attitudes and behaviours to food compared to Baby Boomers, and even Gen X. Food is fascinating. Typically used to bring people together - but for our millennials, food represents something even more meaningful. 2

The 7 Gen Y Food Trends 1. Eating out and having take away is a part of everyday life Food is a key avenue for collecting and sharing experiences for Gen Y, so unsurprisingly, they spend more money on eating out and takeaway food than any other generation before them. In the UK, 12% of Gen Y are eating out every day (we expect a similar number here) 2. 52% of 21 -32 yr olds would rather go to a food festival than a music festival (USA) 61% of 21 -32 yr olds would rather have dinner at a new restaurant than buy a new pair of shoes (USA) Higher level of engagement with their food Gen Y engages and connects with their food more than other generations. Whether it’s new restaurants, dishes, or seeking out info on ingredients 3

The 7 Gen Y Food Trends 3. They still aspire to cook at home When they do cook, However, basic cooking skills are on the decline. While Gen Y has substantial food aspirations, that does not mean that they have the time or the skills to realise those aspirations. 91% expect to cook more at home in the future (UK) 4. When they do cook, Gen Y tend to want to serve the same meals that they would order in a restaurant Less structured eating patterns More of a ‘grab a bite’ mentality. They tend to have less structured meal times, and are more likely to snack than have a meal. 5. More diverse palates and expectations They have grown up with ethnic foods, and are accustomed to diverse flavours. Gen Y has also travelled (or aspires to), and food is one part of their travel experience they can ‘bring back’ with them. 4

The 7 Gen Y Food Trends 6. Gen Y claim interested in health - but their food choices suggest otherwise The vast majority of 18 -30 year olds claim they eat or intend to eat healthy. However, ‘healthy’ means fresh, less processed, natural and fewer artificial ingredients than being strictly healthy per se. Ethical food is also part of this new health definition. Gen Y is more interested in how food is made and grown e. g. organic, artisan, small batch and the companies behind their food 7. Food is a form of self expression and entertainment Food is being used as a lifestyle prop. It’s a key part of social discourse (and not just eating). They engage friends in menu / cooking and restaurant choices, and social media gives a platform for this food self expression. Part of this self expression is also the desire to customise and personalise their food. 44% of (US) millennials have posted a photo of their food or drinks on social media Use social media to seek out new products e. g. cronuts 68% of Gen Y ask friends before choosing a restaurant 5

This article was written based on B&B’s knowledge and experience. The facts & figures are courtesy of the following sources: Engage Millennials: Is Food the New status Symbol (US article) Millennials the foodie generation 12/15/14: UCI Trend Lab (USA) Millennials are the tastemakers in food : Millennial marketing/Futrecast (US) Generation Y and their meals – New eating habits of 18 -30 year olds: Eliogroup (UK) Marketing daily: Figuring out Gen Y’s Eclectic Eating Preferences an 22 2009 (USA) Australian Food News: Cracking the Gen Y culinary code 5/11/2008 (Australia) 5 ways millennials dining habits are different from their parents: Business Insider 26 th March 2015 If you are interested in learning more and thinking differently, visit our website for more articles, papers and other resources Bread & Butter Level 3, 3 Young St Neutral Bay (02) 9963 4600 6