Millennial consumer segments

Millennial segments can be viewed in terms of their life stage: as they have children of their own, their focus shifts away from their own needs to concern about others.

As a group, Millennials are more likely than older consumers to be adventurous about food, eat on the run and graze, rather than eat full meals, be youthfully carefree about long term health and be social and socially connected. Within this group, we do see distinct segments emerge on other factors influencing food and beverage choices and habits.

 

 

Millennials Market Landscape

The market landscape shows consumer perceived trade-offs and competitive positions for meal products. Unmet needs are identified when product performance is compared to need state requirements.

 

 

Occasion needs

Benefit bundles valued by a large number of consumers in a large number of occasions. These define consumers’ ideal requirements for delivery and competitive advantage. Unmet needs are identified through comparison of product performance against each need state.

 

 

Millennial/Teen Universe product list

Bars

  • Breakfast biscuits
  • Cereal bars
  • Granola bars – crunchy or chewy
  • Protein bars
  • Weight-loss meal replacement bars

Beverages

  • Almond milk
  • Breakfast beverages
  • Chocolate milk
  • Fruit smoothies – ready-to-drink
  • Fruit smoothies from a restaurant
  • Hot specialty coffee drinks
  • Iced or frozen coffee – all types
  • Milkshakes
  • Nutritionally complete drinks
  • Protein drinks – ready-to-drink
  • Ready-to-drink coffee/espresso drinks
  • Slushies
  • Vegetable/fruit/green juice smoothies
  • Weight-loss beverage

Breads

  • Bagels
  • Crispbreads/flatbreads
  • English muffins
  • Gluten-free bread – packaged
  • In-store bakery bread
  • Packaged rolls/breadsticks
  • Rice cakes
  • Sliced white bread – packaged
  • Sliced whole wheat/multigrain bread
  • Soft tortillas/wraps/pitas
  • Thin sandwich rounds

Candy/gum

  • Chewing gum – any type
  • Chocolate candy bars
  • Chocolate candy pieces
  • Fruit-flavored candy
  • Premium bite-size chocolates
  • Premium dark chocolate

Cereal

  • All-family cereal
  • Health-oriented cereal
  • Organic cereal
  • Sweetened cereal

Cheese

  • Block/wedge of cheese
  • Cheese slices – individually wrapped
  • Cottage cheese
  • Cream cheese
  • Soft/spreadable cheeses
  • String cheese/cheese sticks

Cold sweets

  • Gelatin/pudding – refrigerated
  • Gelatin/pudding – shelf-stable
  • Gelatin/pudding you make from powder

Cookies

  • 100-calorie pack cookies
  • Cookies you make at home
  • Graham crackers
  • Homemade cookies from scratch
  • Packaged chocolate chip cookies
  • Premium packaged cookies
  • Reduced fat/sugar/calorie cookies
  • Sandwich cookies

Crackers

  • 100-calorie pack crackers
  • Bite-size flavored snack crackers
  • Buttery crackers
  • Cheese-flavored crackers
  • Cracker chips
  • Cracker sandwiches – filled with cheese
  • Gluten-free crackers
  • Natural/organic crackers
  • Pita/bagel chips
  • Saltines
  • Whole wheat/multigrain crackers

Fruit/vegetables

  • Dried fruit
  • Fresh fruit – whole or pre-cut
  • Fresh vegetables – raw
  • Fruit in cans/jars
  • Fruit in single-serve packages

Ice cream

  • Diet/low-carb/sugar-free frozen novelties
  • Frozen fruit juice bars
  • Frozen novelties – individual
  • Frozen yogurt in carton
  • Ice cream in carton
  • Soft-serve ice cream

Meal foods as snacks

  • Boxed macaroni & cheese
  • Canned pasta
  • Fresh fried chicken pieces
  • Frozen chicken
  • nuggets/fingers/strips
  • Frozen chicken wings
  • Frozen fried chicken pieces
  • Frozen pizza – family-size
  • Frozen pocket sandwiches
  • Grilled cheese sandwich
  • Homemade soup
  • Lunch kits
  • Meat snacks – like beef jerky
  • Packaged deli meat
  • Peanut butter & jelly sandwich
  • Protein -based salad sandwiches
  • Restaurant pizza
  • Soup – single-serve microwaveable
  • Tuna from can/pouch

Nuts

  • Nuts – any
  • Trail mix

Pastries

  • Brownies – reduced calorie
  • Brownies you bake from a mix at home
  • Donuts
  • Muffins
  • Packaged brownies
  • Pastries/Danishes
  • Toaster pastries

Salty/crunchy

  • Baked low-fat potato chips/crisps
  • Cheese puffs/balls/curls
  • Corn chips
  • Flavored potato chips
  • Flavored tortilla chips
  • Kettle-style potato chips
  • Microwave popcorn
  • Multigrain chips
  • Potato chips in a canister
  • Pre-popped bagged popcorn
  • Pretzels
  • Regular potato chips
  • Snack mixes
  • Unflavored tortilla chips
  • Vegetable-based chips/sticks

Sides/appetizers

  • French fries
  • Frozen fried appetizers
  • Frozen Mexican appetizers
  • Ramen noodles

Spreads/dips

  • Cheese/queso dips
  • Chocolate hazelnut spread
  • Dairy-based vegetable dips
  • Guacamole/avocado dip
  • Hummus dip – in package
  • Jam/jelly/preserves
  • Peanut butter
  • Peanut butter in on-the-go cups
  • Salsa – in package

Yogurt

  • Dessert-type yogurt
  • Drinkable yogurt
  • Greek yogurt
  • Regular yogurt
  • Squeezable yogurt

Coffee

  • Brewed coffee from a coffee shop/restaurant
  • Brewed decaffeinated coffee – made at home
  • Brewed regular coffee – made at home
  • Coffee with flavored creamers
  • Hot specialty coffee drinks
  • Iced or frozen coffee – all types
  • Instant/freeze-dried coffee
  • Ready-to-drink coffee/espresso drinks
  • Single-serve one-cup-at-a-time coffee

CSD

  • All-natural/cane sugar sodas
  • Diet caffeine-free soft drinks
  • Diet/reduced-calorie soft drinks
  • Higher-caffeinated soft drinks
  • Regular cola soft drinks
  • Regular lemon-lime soft drinks

Juice

  • Bottled juice blends
  • Fresh-squeezed orange juice
  • Fruit and vegetable juice blends
  • Fruit juice – except orange
  • Fruit juice drinks in boxes/pouches
  • Juice from a home juicer
  • Orange juice – refrigerated
  • Superfruit juices/juice blends
  • Vegetable juices

Meal replacement

  • Breakfast beverages like special K and carnation
  • Drinkable yogurt
  • Fruit smoothies – ready-to-drink
  • Fruit smoothies from a restaurant/smoothie shop
  • Nutritionally complete drinks
  • Vegetable/fruit/green juice smoothies made at home
  • Weight-loss beverages

Milk

  • Almond milk
  • Chocolate milk
  • Low-fat/skim milk
  • Organic milk
  • Shelf-stable milk
  • Soy milk
  • Whole milk
  • Milkshakes – made at home or from a restaurant

Mix

  • Drink mix packets you add to bottled wate
  • Fruit-flavored drink mixes
  • Liquid flavor drops you add to water

Sport/energy

  • Energy drinks
  • Energy shots
  • Protein drinks – ready-to-drink
  • Sports drinks – regular

Tea

  • Bottled iced tea – herbal enhanced/green
  • Bottled iced tea – sweetened, unsweetened
  • Bottled iced tea – unsweetened
  • Brewed iced tea – sweetened
  • Brewed iced tea – unsweetened
  • Flavored iced teas – with fruit juice/lemonade
  • Hot tea – green/herbal
  • Hot tea – regular

Water

  • Bottled single-serve purified water
  • Bottled single-serve spring water
  • Bottled water – multi-serve
  • Bottled water fortified with vitamins
  • Coconut water
  • Sparkling water – unflavored

Fruit flavor

  • Slushies

Hot chocolate

  • Hot chocolate

Appetizers

  • Frozen fried appetizers
  • Frozen Mexican appetizers
  • Sushi

Bar

  • Breakfast biscuits
  • Cereal bars
  • Granola bars – crunchy or chewy
  • Protein bars

Beverage

  • Milkshakes
  • Protein drinks – ready-to-drink

Breakfast

  • Bacon
  • Donuts
  • Fresh breakfast sandwiches
  • Fresh egg dishes
  • Fresh eggs – plain
  • Fresh pancakes or waffles
  • Frozen breakfast bowls
  • Frozen breakfast sandwiches
  • Frozen pancakes or waffles
  • Frozen vegetarian breakfast foods
  • Frozen/refrigerated breakfast sausage
  • Muffins
  • Pastries/Danishes
  • Toaster pastries

Cereal

  • All-family cereal
  • Health-oriented cereal
  • Hot cereal
  • Organic cereal
  • Sweetened cereal

Cheese

  • Block/wedge of cheese
  • Cottage cheese

Entrée/diet

  • Pre-portioned diet meals

Entrée/ethnic

  • Burritos/enchiladas – prepared at home
  • Chinese/Thai dishes – prepared at home
  • Tacos – prepared at home

Entrée/fish

  • Fresh fish/seafood
  • Frozen fried/breaded fish
  • Tuna from can/pouch

Entrée/frozen

  • Meal-in-a-bag frozen entrees
  • Reduced calorie single-serve frozen meal
  • Single-serve frozen entrees

Entrée/kit

  • Lunch kits
  • Meal kits
  • Shelf-stable microwave meals

Entrée/meat

  • Dinner sausage
  • Ground beef dishes – not hamburgers
  • Hamburgers – prepared at home
  • Hot dogs
  • Pork
  • Smoked sausage/kielbasa
  • Steak – grilled/broiled

Entrée/pasta

  • Canned pasta
  • Fresh-prepared pasta meals

Entrée/pizza

  • Frozen pizza – family-size
  • Pizza assembled fresh at home
  • Restaurant pizza – takeout or home deli

Entrée/poultry

  • Chicken – baked/grilled/broiled
  • Fresh fried chicken pieces
  • Frozen chicken nuggets/fingers/strips
  • Frozen chicken wings – prepared at home
  • Frozen fried chicken pieces

Entrée/prepared

  • Ready-to-heat/bake prepared meals

Entrée/salad

  • Entree salads

Entrée/sandwich

  • Frozen pocket sandwiches
  • Grilled cheese sandwich
  • Grilled chicken sandwich
  • Packaged deli meat
  • Peanut butter & jelly sandwich
  • Sandwich with "salad" filling
  • Sandwich/sub – pre at home
  • Sandwich/sub – sub shop

Entrée/vegetarian

  • Vegetarian entrees
  • Veggie burgers

Fruit

  • Fresh fruit – whole or pre-cut
  • Fruit in cans/jars

Meal replacements

  • Breakfast beverages
  • Fruit smoothies – ready-to-drink
  • Fruit smoothies from a restaurant/shop
  • Nutritionally complete drinks
  • Vegetable/fruit/green juice smoothies
  • Weight-loss beverages
  • Weight-loss meal replacement bars

Cook in pot/casseroles

  • Boxed macaroni & cheese
  • Canned chili
  • Canned soup
  • Casseroles
  • Homemade soup
  • Macaroni & cheese made from scratch
  • Soup – single-serve microwaveable

Rice/grains

  • Boxed rice kits
  • Brown rice
  • Grains as a side dish
  • Rice – in microwave pouch/cup
  • White rice

Rolls/bread

  • Bagels
  • English muffins

Sides

  • Baked beans
  • French fries
  • Potatoes – not French fries
  • Ramen noodles

Spreads/dips

  • Cheese/queso dips
  • Chocolate hazelnut spread
  • Dairy-based vegetable dips
  • Guacamole/avocado dip
  • Hummus dip
  • Peanut butter
  • Salsa

Vegetables/salads

  • Canned vegetables
  • Complete salad kit in a bag
  • Fresh vegetables – raw
  • Frozen vegetables
  • Mixed salad greens in a package

Yogurt

  • Dessert-type yogurt
  • Drinkable yogurt
  • Greek yogurt
  • Regular yogurt