Millennials Mysteries Revealed: Segmentation Uncovers Diverse Tastes, Divergent Attitudes

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Information about Millennials Mysteries Revealed: Segmentation Uncovers Diverse Tastes,...

Published on March 16, 2016

Author: cornrefinersassociation

Source: slideshare.net

1. MILLENNIAL MYSTERIES REVEALED SEGMENTATION UNCOVERS DIVERSETASTES,DIVERGENTATTITUDES

2. THE LARGEST GENERATION OF CONSUMERS IS ALSO THE MOST COMPLICATED

3. Until now, marketers in the food and beverage (F&B) and restaurant industries have had only a surface-level understanding of this dominant age group. BUT THAT’S ABOUT TO CHANGE ...

4. Unprecedented research from Ipsos and BuzzFeed reveals that millennials have nuanced attitudes and behaviors around foods and beverages, and social media. ENTER

5. IN SHORT, MILLENNIALS ARE NOT ALL THE SAME.

6. THE RESEARCH UNCOVERED FOUR DISTINCT MILLENNIAL SEGMENTS

7. LARGEST SEGMENT LOWER INCOMEAND EDUCATION LEVEL LEAST ENGAGED ON SOCIAL MEDIA LEAST HEALTH CONSCIOUS

8. MORE LIKELYTO DINE OUT MOREAPTTO BUYTAKEOUT OR USEA FOOD DELIVERY SERVICE LESSACTIVE ON SOCIAL MEDIA LEAST LIKELYTOAVOID CERTAIN FOOD PRODUCTSAND INGREDIENTS

9. MOSTAPTTOAVOID CERTAIN FOOD PRODUCTSAND INGREDIENTS SPENDS MOST OF HER FOOD BUDGETATTHE GROCERY STORE USES SOCIAL MEDIATOACCESS PERKSAND DEALS MOST LIKELYTOACCESSTHEWEB FROMA MOBILE DEVICE OPINIONS OF BRANDSAND PRODUCTS NOT INFLUENCED BY SOCIAL MEDIA

10. HIGHEST INCOMEAND EDUCATION LEVELS MOST LIKELYTO SPEND HIS FOOD BUDGET ON DINING OUT MOST INTERESTED IN MODERATIONAND SEEKER OF HEALTHY BALANCE MOST ENGAGED ON SOCIAL MEDIA MOST INFLUENTIAL ON SOCIAL MEDIA

11. Although varied in attitudes toward overall health and behavior on social media, these four millennial segments generally agree about a few things …

12. ALL MILLENNIAL SEGMENTS CARE MORE ABOUT TOTAL SUGARS THAN SPECIFIC SWEETENER INGREDIENTS

13. TASTE AND PRICE ARE STILL THE TOP PURCHASE DRIVERS FOR MILLENNIALS AND OTHER GENERATIONS

14. SO WHAT DOES THIS MEAN FOR F&B AND RESTAURANT MARKETERS?

15. For the first time ever, marketers in the F&B and restaurant industries can leverage segment- specific millennial insights to make smarter business decisions.

16. Read the interactive white paper for even deeper insights into reaching the right millennials, at the right time, with the right message. VIEW NOW

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