How millennials continue to shape conversations in the food industry


We just want to eat something!”

It usually ends with a thrilling playlet when a millennial is asked to understand food habits and follow healthy procedures. The post-climax of the playlet is the individual referring the food professional to the old times when our forefathers wined and dined with zero references to food habits.

But there is the other side of this. The ones who actually push others to be careful of what they digest and they are also men and women in the Generation Y or Z category who cause active changes in the food industry.

So, eating habits are changing, and the market is rapidly evolving to keep up with millennials. Whether you’re a millennial yourself or not, it’s hard to deny that this generation is changing the way we consume and perceive food. Whether it be preferred foods or shopping habits, the marketplace is drastically changing to meet new demands.

And, brands are obsessed. Whether it’s Malta Guinness encouraging customers to debate their best flavour, or Nestle attracting new customers with its transparent ingredient sourcing, it seems everyone wants to better understand and market to millennials.

Read Also: My work is unique and unchallenged | Food critic, Opeyemi Famakin sits with YellowLyfe on Nigeria’s food industry

Interestingly, as the generation which has had perhaps the highest degree of social media involvement, millennials share a lot about themselves online – especially when it comes to food.

The idea now is that food is not just here to satisfy our hunger or taste buds, now, how and what we eat is a lifestyle, and at times a political statement.

According to multiple reports, millennial households are buying more unprocessed foods, like fruits and vegetables, rather than processed foods. Indeed, there is a shape turn to healthy, fresh and organic food.

Due to these new demands, the preservative rich and canned food demand is decreasing. In fact, everything from the food millennials eat, to the way that food is distributed is rapidly changing.

Let’s assume we know how millennial eating habits have caused changes

Millennials lean toward healthier food options that omit large amounts of fat, cholesterol, sugar, and carbs. Instead, they consciously search for organic, fresh, and frozen foods.

They want their food healthy, fast, and easy to make. And, with trends changing so quickly, dozens of companies and services are starting up every day to meet the new market demand. 

Millennials in cities with no automobiles and don’t want to waste time commuting to the grocery store began the meal delivery trend. To these individuals, it was easier to have groceries or meals delivered to them. Today, this trend has spread far outside urban cities.

These demands have led to the explosion of two new markets: grocery and meal kit delivery. 

Overall, the millennial generation’s hunger for healthier and more convenient food is having a huge impact on cold chain and the operation of grocery stores. 

And, with COVID-19 causing people to stay home, new markets like online grocery shopping and meal delivery have flourished.

With all of these changes already in place and with conditions continuing to evolve, we can expect to see more modifications and innovations arise in the future marketplace.

Meanwhile, millennials continue to cause the world to make sharp turns.

Author avatar
Omoruyi Omoleye

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