Brands and the foodie millennial opportunity

A recent study of 1,000 millennials (18-29 year olds) by UK creative agency Haygarth highlighted how important food is to them. More than a third (33.7%) think it is more important to be knowledgeable about food (40.4%) than fashion (26.7%). Brands need to engage passionately with this foodie generation, as they are already spending as much as their parents on food every week. Social media is the platform for reaching these foodies as they look at images of food and drink on social media at least 6 times a day and share these images, on average, three times a week.

Our take

Nielsen data* confirms the foodie millennial with 45% loving to cook and 56% considering themselves food lovers (both 6% more likely than the population to agree/strongly agree with these statements).
Brands, whether they play within the food or non-food spaces, would be wise to consider this love of food by these young consumers, whose disposable incomes and social media voices will only grow. It is not simply a matter of introducing food within your communications but to consider the perceived relevance by this savvy generation.
*Nielsen National Survey #10, 2014; 18-29 year olds

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