We’ve all heard so much about Millennials, you might think you already know everything there is to know about them. But if you’re still trying to get inside the head of this enigmatic species, we’ve got some intel that can help you engage this elusive target and sell more fresh meat.
There’s good reason the media has been advising you to pay attention to this consumer segment — Millennials number 75 million strong and know how to make themselves heard.
At Midan, it was only natural that we wanted to learn more about their meat eating habits. But we also wanted to understand them in context: how do they purchase meat compared to other consumers? We decided to study Millennials alongside that other influential generation impacting the meat case in a big way: Baby Boomers. Millennials have been getting all the attention lately, but it’s the Boomers that have all the money – don’t underestimate their buying power!
Midan conducted an online study with 425 Millennials and 400 Boomers in May 2016. We asked questions about their meat consumption, preferences and attitudes toward meat and health.
The research results confirmed what we already suspected: Millennials and Boomers have differing perceptions and purchasing behaviors when it comes to meat. And while both groups offer enormous opportunities for the meat industry, they also present a challenge: How do you address their differences and customize your marketing to ensure that you are effectively reaching both segments?
Here are a few research findings that point out some of the disparities between Millennials and Boomers:
- Millennials spend more per month on meat, but Boomers buy more fresh meat: In an average month, Millennials spend significantly more on meat than Boomers ($162 vs. $93, respectively). This isn’t surprising, considering that Millennials tend to have larger households with growing families and purchase proportionally more prepared meat.(Prepared meat accounts for about 44% of Millennial meat purchases, vs. 22% of Boomer meat purchases.)
Boomers purchase significantly more fresh/unprepared meat (78%) than Millennials (56%). These percentages indicate that there is plenty of opportunity to engage Millennials to capture more of their meat dollars at the fresh meat case too.
- Millennials are less committed to meat than Boomers are, especially when it comes to health: Despite the fact that more than half of the Millennials surveyed agreed that “nothing is as satisfying as eating a good steak, 38% of Millennials are willing to give up taste for a balanced diet (vs. 20% of Boomers) and 29% of Millennials said that it would be much healthier for them to eliminate meat from their diet (vs. only 10% of Boomers). These numbers suggest that it’s easier for Millennials to walk away from meat, and that big long-term benefits can be gained by educating them about the health and nutrition benefits of lean meat.
- Millennials are more easily influenced about their meat choices than Boomers: 33% of Millennials believe that that meat is becoming less socially acceptable (vs. 13% of Boomers) and in a social setting are much more likely than Boomers to adjust their meat consumption to align with the group (30% vs. 6%, respectively). The fact that Boomers tend to be set in their ways and have their minds made up works in the meat industry’s favor here; however, it appears there needs to be a lot more courting of Millennials to generate loyalty around the value of meat.
While these stats are just a glimpse into the differences between Millennial and Boomer meat eating habits, they clearly reveal opportunities for the meat industry. If you want Millennials to buy more fresh meat, you can’t market to them the same way you do Boomers – and this research helps explain why. The best plan of attack is to create education and marketing programs tailored to each group, so that you can maximize opportunities within each segment.