If you’re a fresh produce marketer, millennials matter. Studies have shown that millennials, unlike other generations, care more about eating fresh and wholesome food, vs. worrying about fat and calories. And as this group of 18 – 35 year olds’ spending power continues to climb, smart fresh produce marketers are turning their sights on generating micro-content to appease this group of shoppers.
Sounds simple enough, but if you’ve been invested in social media for several years now, the millennials you started connecting with in 2007 – 2008 are NOT the millennials of today. The truth is, this demographic has gone through several changes in the past few years (they’re in the work force, getting married and starting families!) that marketers should take note of:
They are Adventurous Eaters
Millennials have developed a taste for the exotic as they’ve gotten older. According to Yerecic Label, 35 percent of Millennials said that new produce varieties were very important versus just 17 percent of ages 50+. While Millennials are interested in new produce varieties, they struggle with item preparation which makes providing product information, recipe ideas and storage tips very valuable to this demographic.
They are Ambitious and Therefore, Busy
This is the generation that was told by our parents that we can have it all – the career, the family, side projects and passions, etc. Millennials tend to take on a lot and as a result, they are always on-the-go. As a result, millennials look for quick, convenient snacking fixes and meal replacements like green smoothies and juices.
They Cook at Home
Not only are Millennials more conscious about what they are eating – they are also preparing more meals at home. They enjoy trying new recipes, experimenting with ethnic foods, and using fresh ingredients.
Fresh produce marketers have an opportunity to capitalize on this millennial behavior by providing recipes, food prep tips, and on-the-go solutions to this target audience. We’ve learned that these consumers love to know the ins and outs of the food they consume. So let’s equip them with the tools to take charge of at home meal preparation.
They Care About Packaging
More so than Boomers, Millennials are more likely to pay close attention to packaging – specifically callouts for organic, certifications, and product narratives. This is valuable information to fresh produce marketers. The addition of certifications, organic stickers, and narrative to packaging and digital assets could influence the purchase decision of Millennials.
They Don’t Respond As Well to Sales Tactics as Their Parents Do
If they see you as a (digital) salesman just trying to make a transaction, millennials won’t even open the door. They don’t respond as well to traditional marketing methods as their parents do. When it comes to social media interaction, don’t tell them what to do or nag them to buy your products, aim to earn their permission to have the conversation instead. They’ll do their research to find you, if you make yourself available to them. Then, you can invite them to engage with you by delivering calls-to-action that speak to their interests and offer solutions to their problems.
Millennials’ may have entered several new life stages that have resulted in changing behaviors, but at the end of the day, the same core values drive them. This generation is open-minded and ready to be your best customers, if you give them the chance. Take the time to truly get to know these shoppers, and you could reap the benefits of a long-lasting relationship. Times 80 million. In sum, winning with millennials is winning for fresh produce. Not sure where to get started? The Social Media Content Calendar can help to frame out content ideas that you can tailor for millennials in 2016.
