Millennial parents shop, spend and engage with retailers differently than parents in other generations.
Almost half of Millennial parents remain loyal to a brand despite cheaper options, compared with 30% of other parents, according to the National Retail Federation’s (NRF) quarterly Consumer View report. Fifty-two percent will remain loyal despite more convenient options, and 64% will shop at a brand they are loyal to before looking at a competitor. Subscription services for automatic restocking are used by 40% of Millennial parents, and 86% have used same-day shipping.
Millennials are very concerned about good customer service and are twice as likely to back out of a purchase for lack of it. They rank service ahead of convenience, selection and loyalty programs, according to Katherine Cullen, NRF’s director of retail and consumer insights.
Millennials turn to their smartphones at every point during shopping. The study found 78% use their phones to research products, 75% to check prices or availability, and 71% to pay at checkout or place an order. In addition, 71% of the cohort will leave a review, process a return or chat with customer service after purchasing, compared with 43% of other parents.
They’re willing to pay for convenience, with just 53% of Millennials expecting free shipping on orders under $50 compared with 66% of other parents.
Quick-service, fast-casual and full-service used to be three distinct restaurant categories. Now, as consumer preferences for convenience and value change, foodservice outlets are beginning to blur the lines between their respective sectors.read more
Expiration date labels on food and drinks have been the subject of confusion for many years, as shoppers struggle to understand the difference between "Best By," "Use By," "Best If Used By" and other phrases. Regulators have attempted to standardize these marks, but until recently, little progress has been made.read more
Chris focuses on fresh, canned and frozen fruit and fresh and dried vegetables for the Food Institute Report. In addition, he assists in compiling data for various Food Institute publications throughout the year. He is a proud Rutgers University alumnus with a degree in English, and has a background in web writing for a variety of industries, including legal, foodservice and small-to-medium sized businesses. In his downtime you can find him watching New York Yankees baseball, hiking, enjoying live music and spending time with his dog Kaiden. He invites you to contact him via email at firstname.lastname@example.org to talk about anything food-related.
10 Mountainview Road
Upper Saddle River, NJ 07458
Food Institute reps are available to answer your questions
BECOME A MEMBER
For close to 90 years, The Food Institute has been the best "single source" for food industry executives, delivering actionable information daily via email updates, weekly through The Food Institute Report and via a comprehensive web research library. Our information gathering method is not just a "keyword search."