CONSUMERTRENDS
MILLENNIALS START FAMILIES By Joel Gregoire Millennials have traditionally been regarded as the young upstarts barely out of their teenage years, but the times they are a-changin’. According to Statistics Canada, between 2014 and 2019, the number of Canadians who will be 25 to 34 years old will grow by over four per cent, and those aged 35 to 44 by just over six per cent. With Millennials moving solidly into their child-rearing years, Canada is in the midst of a baby boomlet.
Joel Gregoire is Senior Research Analyst, Food & Drink, at Mintel
+5% +11% Increase in # of children, aged 4 and under, between 2014 and 2019
Increase in # of children, aged 5-9, between 2014 and 2019
WHY BRANDS ARE IMPORTANT Time-pressed and responsibility-laden, parents of young children place more importance on trusted brands than does the general population. Because this group is so rushed, to be successful, brands must communicate with clarity and simplicity. The more elaborate the message, the less likely it will resonate. Rather, to drive brand positioning, retailers and marketers need to tell simple but compelling stories that resonate with these families.
What Millennials Want to Know About Your Brands Ingredients 75% 72%
Freshness 73% 74%
Flavour 65% 66%
Nutrition content/labelling 62% 59%
THE STRAIGHT GOODS When asked about their goals over the next three years, “living a healthier lifestyle” ranks as number one for Millennial parents. However, in view of the financial pressures these parents often face, being debt-free or repairing their credit are also top concerns. Keeping in mind Millennials’ financial challenges, retailers and brands with straightforward messaging that is supportive of living a balanced and healthy lifestyle will stand to benefit most from this once-in-a-generation baby boomlet wave.
Where grown or made 34% 28%
The brand 33% 40% Consumers 18+ who use “free-from foods” Presence of children aged five and under in household Source: Mintel’s Free-From Food Trends – Canada, September 2015 Report
grocerybusiness.ca
What are your goals
and aspirations over the next 3 years?
49%
IVE A L HEALTHIER LIFESTYLE January | February 2016
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