Millennial Eating BehaviourRelease date: March 2nd, 2017 (107 pages) PDF/Powerpoint format. Price: GBP1,490.00 |
Abstract
According to the sociologist Karl Mannheim, people are significantly influenced by the environment of their youth. Giving rise, on the basis of shared experience, to social cohorts that in their turn influence events that shape future generations.
In terms of shopping behaviour (just a subset of this broader dynamic of change) then, the new generation of the millennials will exert massive changes in our society.
For businesses and retailers it is crucial to understand the millennials, what they do and what they say they do, but don’t really do, and how to address this new target market.
Table of contents
Executive Summary | p8 |
Data & stats, vegan, vegetarian & organics | p13 |
Data & stats UK | p13 |
Retail, vegan, vegetarian annual spend – UK | p14 |
Annual grocery spend, vegan, vegetarian – UK | p15 |
UK Vegan stats | p16 |
Quick serves: Veggie Prêt pop-up shop | p17 |
Veggie Prêt sales up 70%, shop staying open | p18 |
Organic back in rude health | p19 |
UK: Organic – a £2bn market | p20 |
UK: Organic stats, total, shares 2016 | p21 |
Data & Stats US | p22 |
Retail, vegan, vegetarian annual spend –US | p23 |
Annual grocery spend, vegan, vegetarian – US | p24 |
US Vegan stats | p25 |
Total US Organic sales and growth 2006 -15 | p26 |
Why Whole Foods is now struggling | p27 |
Whole Foods: struggling against a multitude of new challengers | p28 |
Whole Foods: interest in meal kits | p29 |
Whole Foods: launching meal kits | p30 |
Whole Foods: 365, responding to the challenge from Trader Joe’s, Sprouts et al | p31 |
Whole Foods: 365 first store opened in Silver Lake, LA | p32 |
Whole Foods: 365, partnering with on trend food service partners and Instacart | p33 |
Whole Foods: 365 Portland partnering with local foodservice heroes | p34 |
Data & stats Germany | p35 |
Demography – Germany’s vegetarians and vegans | p36 |
Annual retail, grocery, vegan, vegetarian spend – DE | p37 |
Market volume Vegan/Vegetarian, Market for vegetarian and vegan foods, Core market in €m 2010-15 | p38 |
DE Vegan stats – market volume analysis, Germany’s flexitarians | p39 |
Is the vegan boom in Germany slowing down? | p40 |
10 trends vegan cosmetics/health & beauty | p41 |
Veganz – the specialist retailer | p42 |
Veganz – over extended already? | p43 |
Veganz – a victim of its own success | p44 |
The organic market in Germany 2016 | p45 |
Organic – data and stats 2016 | p46 |
France | p47 |
France – Picard launches veggie private label | p48 |
NatureO – the French organic specialist | p49 |
NatureO – after successful year more store openings in pipeline | p50 |
Plant based milks - Veganism’s biggest category | p51 |
The WhiteWave success story | p52 |
The Danone takeover | p53 |
Plant based milks – from health to taste | p54 |
Millennial eating behaviour | p55 |
Individualisation, polarisation, optimisation, intolerances | p56 |
Identity, community and qualitative difference to the dieting fads | p57 |
Veganism, eating disorders, pick & mix, self optimisation | p58 |
Millennial eating behaviour – USA, 5 key differences | p59 |
From calorie counting to freshness | p60 |
Millennial eating behaviour – fast casual chains preferred | p61 |
Millennial eating behaviour – ethical eating and the local movement | p62 |
Healthy options and performance eating, multicultural diets | p63 |
Silicon Valley bio hacking | p64 |
Biohacking - Silicon Valley taking animals out of food production processes | p65 |
Silicon Valley - Big data, AI, machine learning, millions of dollars in venture funding | p66 |
Soylent, Huel, Ambronite - The new breed of meal replacements | p67 |
Soylent – Food 2.0, techie nutrition | p68 |
Soylent – halting sales | p69 |
Soylent – sales up 300%, eyeing the EU | p70 |
Soylent – going back on sale | p71 |
Huel – 3.5m meals sold to 55+ countries | p73 |
Huel – offering an ethical, 100% vegan, nutritionally complete product | p74 |
Ambronite - made from 20 organic ingredients | p75 |
The influence of social media | p77 |
NOM – the Youtube for food nerds | p78 |
NOM - user-generated content, stars and live broadcasting | p79 |
Twitch muscling into the space | p80 |
Instagram and food waste | p81 |
Generational attitudes to food waste | p82 |
Meal Kits and Delivery – How online is disrupting foodservice | p83 |
Introduction: online disruption in foodservice | p84 |
Linas Matkasse and the copycats – recipe bag providers tackling delivery costs differently – the subscription solution and unique product | p85 |
Linas Matkasse: Swedish innovation, the recipe bag provider | p86 |
Linas Matkasse: curated shopping in online grocery, skills enhancer | p87 |
Linas Matkasse: innovative loyalty generation, the data | p88 |
Linas Matkasse: foreign expansion, cooperation with an omnichannel grocer? | p89 |
Linas Matkasse: latest developments, stretching the offer | p90 |
Linas Matkasse: selling out? Hercules invests, breaking the SEK1.0 billion barrier | p91 |
Linas Matkasse: retnemt acquisition, headed to the the Stockholm Stock Exchange? | p92 |
Meal Kits: some background data USA, main points of player differentiation | p93 |
Blue Apron: 8m meals per month, rethinking the supply chain, eliminating waste | p94 |
Blue Apron: “selling recipes not ingredients”, pushing unconventional produce | p95 |
Blue Apron: the big data approach to customisation, adding more choice | p96 |
Blue Apron: planning meals a year out | p97 |
Blue Apron: Preparing for the IPO, or to be bought out? | p98 |
Blue Apron: $1.0bn run rate, churn rate | p99 |
Blue Apron: Delaying the IPO | p100 |
Plated: venture funding, positioning itself as more premium than the competition | p101 |
Plated: investing in choice mechanics | p102 |
Chilled delivered meals: heat up at home, EatFirst, Bonapeti, Pure Package et al | p103 |
Outlook & Recommendations | p104 |
Sources | p107 |
Chart 1 Retail, vegan, vegetarian spend I – UK | p14 |
Chart 2 Retail, vegan, vegetarian spend II – UK | p15 |
Chart 3 UK: Organic stats, total, shares 2016 | p21 |
Chart 4 Retail, vegan, vegetarian spend I-US | p23 |
Chart 5 Retail, vegan, vegetarian spend II –US | p24 |
Chart 6 Retail, grocery, vegan, vegetarian spend I – DE | p37 |
Chart 7 Retail, grocery, vegan, vegetarian spend II – DE | p37 |
Chart 8 Millennial eating behaviour – foodservice visits | p59 |
Chart 9 Millennial eating behaviour – healthy attributes decoded | p60 |
Chart 10 Millennial eating behaviour – NPS | p61 |
Chart 11 Millennial eating behaviour – y-o-y change | p61 |
Table 1 Total US Organic sales and growth 2006 -15 | p26 |
Table 2 Demography – Germany’s vegetarians and vegans 2009-14 | p36 |
Table 3 Market for vegetarian and vegan foods, Core market in €m 2010-2015 | p38 |