Bringing children into the world causes parents to make changes in their lifestyles – and Millennials are no different. The formation of families is one of the greatest causes of behavioral change in food and beverage consumption. As this generation continues to go through life stage changes they continue to exhibit changes worthy of attention.
When Millennials have children, their focus changes from themselves to the needs of their kids; this is reflected in their top motivations for choosing their breakfast foods. Our National Eating Trends shows satiation is the overriding motivation for Millennials who don’t have kids. They often say their breakfast choices are motivated by needs for energy, high protein content, and tiding them over to the next meal. Their counterparts with kids express higher demands for convenience, most likely related to the time they need to spend tending to the needs of their young children. Millennials with kids are more likely to choose breakfast foods that can be eaten quickly, that don’t require cooking, or are portable.
This means the foods Millennials choose differ slightly based on the presence of children. Millennials without kids take the time to make eggs or more complex items in the morning, but their counterparts with kids seek time-savers such as bars or yogurt.
Still, the want for healthy options during this time is universal regardless of how many children are in the home. Morning is motivated by a healthy/nutritious start to the day when consumers can eat foods that tide them over the next meal. Marketers can’t forget these important attributes and must include them in messaging to all Millennials.
At about 25 percent of the U.S. population, the Millennial generation is worthy of attention, but how you approach these consumers must be tactical. As many of them have started to form their families and undergo tremendous life stage and lifestyle changes, it’s important not to treat this generation as a monolithic group. Simply examining them by the presence of children alone reveals great differences in the ways they behave. Your product attributes and communications need to ensure they match the right needs with the right consumers.
Get more insights like this in our latest infographic.