MARKETING TRENDS AND THE NEW NEW CONSUMER OUR AGENDA TODAY
THE NEW CONSUMER Millennials
THE NEW NEW CONSUMER Gen Z
HOW FOODS GET FAMOUS TODAY
PEANUTS HAVE A PROUD PAST PEANUTS HAVE A BRIGHT FUTURE WE HAVE THE BEST JOB IN THE WORLD
MILLENNIALS SO FAR SO GOOD
The % of Millennials recommending peanuts or peanut butter has increased significantly since 2015 ― and is significantly higher than the rate of recommendations among the General Market.
In 2018, peanuts are the preferred nut among Millennials.
Millennials have a better impression of and are more likely to recommend peanuts/peanut butter to others (vs. the General Market) in 2018. G E N Z THE GENERATIONS DEFINED SOME QUICK STATS
MILLENNIALS GEN Z Population: 73 million Population Size: 66.5 million
Age: 23-38 in 2019 Age: 7-22 in 2019
Diversity: 44% multicultural Diversity: 48% multicultural
Buying Power: $2.8 trillion Buying Power: $143.2 billion
Married/Partnered: 57%
Parents: 43% LET’S LOOK AT MILLENNIALS FOOD & FAVORITE BRANDS WHEN IT COMES TO FOOD, MILLENNIALS…
SEEK OUT HEALTHY INVENTED INSTAGRAM FOOD PHOTOS
EAT OUT MORE
FAST. FRESH. FREE. SUMMONING A CAR WITH
A PUSH OF A BUTTON GENERATION BINGE TO APPEAL TO MILLENNIALS…
BE FAST & EASY GIVE ‘EM WHAT THEY WANT
BE A LITTLE IRREVERENT LET’S LOOK AT GEN Z FOOD & FAVORITE BRANDS WHEN IT COMES TO GEN Z AND FOOD…
IT’S OKAY TO BE LESS HEALTHY THEY ARE EATING WITH THEIR VALUES
THEY WANT PORTABLE PORTIONS
Y O U T U B E I S
A CONNECTION MARVEL DELIVERS NEW
KINDS OF HEROES SNAPCHAT IS
CONSTANT CONNECTION TO APPEAL TO GEN Z…
THEY VALUE CONNECTION “BEING YOURSELF” IS IMPORTANT
MAKE THEM FEEL SEEN & RESPECTED MILLENNIALS & GEN Z ARE DIFFERENT IN SOME WAYS…
MILLENNIALS GEN Z Grew up on the internet Grew up on social platforms
All about experiences All about uniqueness
Celebrity culture Real people/influencer culture
Seeking work/life balance Entrepreneurial
More brand loyal Less brand loyal
Watch Hulu & Netflix Co-create & livestream
Stressed by choice overload Stressed by phone separation anxiety
12-second attention span 8-second attention span …BUT THEY SHARE SEVERAL QUALITIES AS WELL AND HERE IS WHAT WE’LL KEEP IN MIND MOVING FORWARD
Love new flavors and cuisines, especially local, regional, and international
Most diverse, multi-cultural generations of all time
Fast, easy, and “my way” are always the expectations
Transparency is a necessity, not an option
Authenticity above all else
Food is more than sustenance – it is a form of self-expression HOW & WHY TWO FOODS GOT FAMOUS AVOCADO TOAST INVADED POP
CULTURE AND HAS STOOD
THE TEST OF TIME OVER TIME AVOCADOS WENT
FROM “TRENDY” TO
“THE OFFICIAL FOOD OF MILLENNIALS”
IN 2014, AMERICANS WERE SPENDING $17K
A MONTH ON AVOCADO TOAST. BY 2017,
THAT NUMBER JUMPED TO $900K A MONTH GREAT MOMENTS IN AVOCADO TOAST HISTORY THE HOW
1993 First recorded menu sighting in Sydney, Australia 1999 First avocado toast recipe online: UK chef suggests smashing avocados on toast 2006 (Guardian Newspaper) Australian chef puts avocado toast on menu at NYC restaurant (Café Gitane) 2008 Popular food blog, the Kitchn, posts recreation of Café Gitane’s
2013 recipe Gwyneth Paltrow includes a recipe for avocado toast in her cookbook, “It’s All Good” 2016
#Avocadotoast has over 100,000 posts and counting on Instagram READING BETWEEN THE LINES: THE WHY
AVOCADO TOAST IS: MARKETING & PR HELPED TO: BOTH healthy & indulgent Tell the “good fat” health story
BOTH simple & complex Leverage “local” and “farm to table” trends
BOTH familiar & new Reposition avocados from “dip” to “premium” item Instagrammable Work with influencers and registered Beloved by influencers of all kinds dietitians
Develop recipes to expand usage occasions (esp. breakfast) HARD SELTZER: A
FANTASTIC TREND TALE A GREAT IDEA, NAILING
SO MANY TRENDS THE METEORIC RISE OF HARD SELTZER THE HOW
2012 Nick Shields invents a new alcoholic beverage after a lightbulb moment 2013 SpikedSeltzer debuts and does very well on a modest scale 2016
Acquired by Anheuser-Busch, relaunched in all 50 states as Bon & Viv’s Spiked Seltzer Dozens of hard seltzer brands are born
2018 Hard seltzer estimated as a $500 million category and growing 2019 First Super Bowl Ad for Bon & Viv’s Spiked Seltzer WHITE SPACE AND TRENDS: THE WHY
HARD SELTZER IS: HARD SELTZER IS HITTING TRENDS: A simple, fantastic idea that had Health & Wellness married with Better- never been done before – light For-You alcohol bubbly booze in a can Sessionability BOTH healthy & indulgent Flavor extensions in alcohol BOTH simple & complex Convenience BOTH familiar & new Portability Instagrammable (from the packaging to the people)
Beloved by young, health-focused influencers HOW WE CONTINUE TO MAKE PEANUTS RELEVANT
Embrace trends where it feels authentic
Ride the line: healthy & indulgent, simple & complex, familiar & new
Work with the right influencers, from social media to healthcare professionals
Be Instagrammable…it’s where food lives for Millennials & Gen Z OUR FUTURE IS BRIGHT
MILLENNIALS PEANUTS
GEN Z WE’RE EXCITED ABOUT THE FUTURE. THANK YOU