Post-millennials are ‘extremely engaged’ with the food-to-go market and are hungry for ranges that meet specialist dietary requirements, says IGD.
Post-millennials are extremely engaged with the food-to-go market, according to the latest report from IGD into this highly influential generation. Not only are 18-25-year-olds shopping more for food-to-go than older shoppers, but they are particularly interested in ranges that meet specialist dietary requirements.
IGD’s research on post-millennials, which refers to 18-25-year-olds born between 1992 and 1999, found that 30% of them completed a food-to-go mission on their last shopping trip, compared to 13% of over-26s. The research also found:
- When shopping in convenience stores, post-millennials were twice as likely to buy food-to-go compared to their older counterparts (48% vs 24% over 26-year-olds)
- One-third (32%) bought food-to-go at supermarkets and hypermarkets, compared to 9% of over-26-year-olds
- Almost a quarter (23%) shopped for food-to-go at a food discounter vs 7% of over-26s
The research also shows post-millennials are more interested in expanded ranges of food-to-go than those over 26. Half (49%) wanted to see an increase in vegetarian ranges, compared to 32% of over-26-year-olds, while 41% were seeking more vegan food-to-go options (22% over-26-year-olds). Dairy and gluten free ranges were also something post-millennials wanted to see more of (39% and 35% respectively), while these were only of interest to 24% and 22% of over-26-year-olds.
Rhian Thomas, Shopper Insight Manager at IGD, said: “To capture the post-millennial pound, retailers must think about the way they merchandise products. This is especially true in convenience stores, as we’ve seen that almost one in five (17%) of 18-25s see this as the best place to visit when purchasing food-to-go. Being clever about product placement can really benefit food-to-go sales in convenience stores.”
Post-millennials are showing a preference for food-to-go specialists, with a quarter (25%) saying they were their favourite places to buy food-to-go products, while 24% cited quick service restaurants. These outlets are just ahead of larger stores (21%) illustrating the opportunity across many UK shopping channels.
