Progressive Grocer

Grocerant February 2017

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gram, Snapchat and Tumblr. Maximizing sales from millennials also calls for recog- nizing the important differences between the older and younger members of this demographic. While millennials with families patronize grocery stores for food shopping, for example, there is a certain disconnect among young- er millennials, who tend to visit supermarkets less oen overall, according to e Power of Fresh Prepared/Deli, a report by the Food Marketing Institute. "is group's trip frequency presents a hurdle for super- market prepared meal solutions. . . . As such, driving store trips and building brand awareness for deli/fresh prepared separate from the grocery side are important first steps to improved engagement," according to the FMI report. Another challenge for millennial-seeking grocerants is competition from restaurants, as well as meal delivery and meal kit delivery services. Still, Hertel says grocerants are in a good position to successfully distinguish themselves from foodservice operations and delivery services. "In a grocerant or hot foods area, it's there when you want it, vs. a delivery service [with a set schedule]. So when it's convenient for them, shoppers can swing by and pick something up," he says. G U.S. millennial population: 83.1 million Millennials who are part of a minority race or ethnic group: 44.2% Source: U.S. Census Bureau data for people born 1982-2000 Millennials who became moms for the first time in 2015: 1.3 million Millennial women's percentage of total U.S. births: 82% Source: National Center for Health Statistics data for women born 1981-1997 Millennials who "always or frequently" purchase heat-and-eat food from the supermarket: 33% Millennials who pick up prepared or ready-to- eat food: 29% Source: Private Label Manufacturers Association Millennials by the numbers

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