Shopper Marketing - February 2016 - 75


ers, "this also likely contributes to their perceptions of these stores," Topper adds. Fortyseven percent of older Millennials (ages 29-38)
say they do not trust large food manufacturers. Specialty stores also attract this demographic because "of the mentality that where
you buy your groceries," says Topper, "reflects
your personal values."
Large, stock-up trips are not the norm with
Millennials as 63% prefer to make smaller,
more frequent trips. That
skews even higher with the
younger subset (ages 21-28):
"Eighty-three percent buy
groceries on an as-needed
basis," says Topper, adding
that the group in general
has no problem going out of
their way to buy specific ingredients. Urbanization plays
a role. Limited storage space
is one driver to shop more
often and purchase smaller
sized goods. Their healthconsciousness also means
that they prefer to "shop for
what they need, when they
need it, which ensures freshness," Topper says.
With a desire to avoid processed foods, older Millennials in particular can be found shopping only the fresh sections of a grocery store:
62% of older Millennials do so and 48% of
the younger demographic does as well. They
are more likely than non-Millennials to stock
up on frozen foods: meals, snacks, breakfast
foods. Topper says convenience and opportunity to try new cuisines are factors. "Millen-

nials also stock up on these types of foods
to save money on dining out, especially with
some products' similarity to restaurant options," she adds. Millennials also likely stock
up on frozen foods for snacking occasions especially with their greater snacking frequency, compared to older generations."
They have a strong interest in foods for specific diets such as paleo or vegan, and many
say they would opt for one item over anoth-

" While older Millennials [ages 29-38]
tend to earn a higher income than
younger Millennials, they also are
more likely to be starting a family and
thus have less disposable income.
That makes store rewards and loyalty
programs more appealing."
Amanda Topper, senior food analyst, Mintel

er if offered in single-serve packaging. Topper does note that within the demographic,
moms are motivated by different factors than
dads: cost and health drive the former, while
flavor, fun and fresh are priorities for the latter.
Many are using their mobile device in-store,
especially the older cohort: almost two-thirds
create a shopping list on their phone, 63% use
it to look up products and 57% use a device
FEBRUARY 2016 SHOPPER MARKETING y

75



Table of Contents for the Digital Edition of Shopper Marketing - February 2016

Contents
Shopper Marketing - February 2016 - Intro
Shopper Marketing - February 2016 - 1
Shopper Marketing - February 2016 - 2
Shopper Marketing - February 2016 - 3
Shopper Marketing - February 2016 - Contents
Shopper Marketing - February 2016 - 5
Shopper Marketing - February 2016 - 6
Shopper Marketing - February 2016 - 7
Shopper Marketing - February 2016 - 8
Shopper Marketing - February 2016 - 9
Shopper Marketing - February 2016 - 10
Shopper Marketing - February 2016 - 11
Shopper Marketing - February 2016 - 12
Shopper Marketing - February 2016 - 13
Shopper Marketing - February 2016 - 14
Shopper Marketing - February 2016 - 15
Shopper Marketing - February 2016 - 16
Shopper Marketing - February 2016 - 17
Shopper Marketing - February 2016 - 18
Shopper Marketing - February 2016 - 19
Shopper Marketing - February 2016 - 20
Shopper Marketing - February 2016 - 21
Shopper Marketing - February 2016 - 22
Shopper Marketing - February 2016 - 23
Shopper Marketing - February 2016 - 24
Shopper Marketing - February 2016 - 25
Shopper Marketing - February 2016 - 26
Shopper Marketing - February 2016 - 27
Shopper Marketing - February 2016 - 28
Shopper Marketing - February 2016 - 29
Shopper Marketing - February 2016 - 30
Shopper Marketing - February 2016 - 31
Shopper Marketing - February 2016 - 32
Shopper Marketing - February 2016 - 33
Shopper Marketing - February 2016 - 34
Shopper Marketing - February 2016 - 35
Shopper Marketing - February 2016 - 36
Shopper Marketing - February 2016 - 37
Shopper Marketing - February 2016 - 38
Shopper Marketing - February 2016 - 39
Shopper Marketing - February 2016 - 40
Shopper Marketing - February 2016 - 41
Shopper Marketing - February 2016 - 42
Shopper Marketing - February 2016 - 43
Shopper Marketing - February 2016 - 44
Shopper Marketing - February 2016 - 45
Shopper Marketing - February 2016 - 46
Shopper Marketing - February 2016 - 47
Shopper Marketing - February 2016 - 48
Shopper Marketing - February 2016 - 49
Shopper Marketing - February 2016 - 50
Shopper Marketing - February 2016 - 51
Shopper Marketing - February 2016 - 52
Shopper Marketing - February 2016 - 53
Shopper Marketing - February 2016 - 54
Shopper Marketing - February 2016 - 55
Shopper Marketing - February 2016 - 56
Shopper Marketing - February 2016 - 57
Shopper Marketing - February 2016 - 58
Shopper Marketing - February 2016 - 59
Shopper Marketing - February 2016 - 60
Shopper Marketing - February 2016 - 61
Shopper Marketing - February 2016 - 62
Shopper Marketing - February 2016 - 63
Shopper Marketing - February 2016 - 64
Shopper Marketing - February 2016 - 65
Shopper Marketing - February 2016 - 66
Shopper Marketing - February 2016 - 67
Shopper Marketing - February 2016 - 68
Shopper Marketing - February 2016 - 69
Shopper Marketing - February 2016 - 70
Shopper Marketing - February 2016 - 71
Shopper Marketing - February 2016 - 72
Shopper Marketing - February 2016 - 73
Shopper Marketing - February 2016 - 74
Shopper Marketing - February 2016 - 75
Shopper Marketing - February 2016 - 76
Shopper Marketing - February 2016 - 77
Shopper Marketing - February 2016 - 78
Shopper Marketing - February 2016 - 79
Shopper Marketing - February 2016 - 80
Shopper Marketing - February 2016 - 81
Shopper Marketing - February 2016 - 82
Shopper Marketing - February 2016 - 83
Shopper Marketing - February 2016 - 84
Shopper Marketing - February 2016 - 85
Shopper Marketing - February 2016 - 86
Shopper Marketing - February 2016 - 87
Shopper Marketing - February 2016 - 88
Shopper Marketing - February 2016 - 89
Shopper Marketing - February 2016 - 90
Shopper Marketing - February 2016 - 91
Shopper Marketing - February 2016 - 92
Shopper Marketing - February 2016 - 93
Shopper Marketing - February 2016 - 94
Shopper Marketing - February 2016 - 95
Shopper Marketing - February 2016 - 96
Shopper Marketing - February 2016 - 97
Shopper Marketing - February 2016 - 98
Shopper Marketing - February 2016 - 99
Shopper Marketing - February 2016 - 100
Shopper Marketing - February 2016 - 101
Shopper Marketing - February 2016 - 102
Shopper Marketing - February 2016 - 103
Shopper Marketing - February 2016 - 104
Shopper Marketing - February 2016 - 105
Shopper Marketing - February 2016 - 106
Shopper Marketing - February 2016 - 107
Shopper Marketing - February 2016 - 108
Shopper Marketing - February 2016 - 109
Shopper Marketing - February 2016 - 110
Shopper Marketing - February 2016 - 111
Shopper Marketing - February 2016 - 112
Shopper Marketing - February 2016 - 113
Shopper Marketing - February 2016 - 114
Shopper Marketing - February 2016 - 115
Shopper Marketing - February 2016 - 116
Shopper Marketing - February 2016 - 117
Shopper Marketing - February 2016 - 118
Shopper Marketing - February 2016 - 119
Shopper Marketing - February 2016 - 120
Shopper Marketing - February 2016 - 121
Shopper Marketing - February 2016 - 122
Shopper Marketing - February 2016 - 123
Shopper Marketing - February 2016 - 124
Shopper Marketing - February 2016 - 125
Shopper Marketing - February 2016 - 126
Shopper Marketing - February 2016 - 127
Shopper Marketing - February 2016 - 128
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_ecommerce2018
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201708
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201707
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201706
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201705
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201704
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201703
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201702
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201701
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201612
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201611
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201610
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201609
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201608
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201607
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201606
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201605
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201604
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201603
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201602
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201601
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201512
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201511
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201510
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201509
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201508
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201507
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201506
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201505
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201504
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201503
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201502
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201501
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201412
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201411
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201410
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201409
http://www.nxtbook.com/nxtbooks/ptp/sm_201408
http://www.nxtbook.com/nxtbooks/ptp/sm_201407
http://www.nxtbook.com/nxtbooks/ptp/sm_201406
http://www.nxtbook.com/nxtbooks/ptp/sm_201405
http://www.nxtbook.com/nxtbooks/ptp/sm_201404
http://www.nxtbook.com/nxtbooks/ptp/sm_201403
http://www.nxtbook.com/nxtbooks/ptp/sm_201402
http://www.nxtbook.com/nxtbooks/ptp/sm_201401
http://www.nxtbook.com/nxtbooks/ptp/sm_201312
http://www.nxtbook.com/nxtbooks/ptp/sm_201311
http://www.nxtbook.com/nxtbooks/ptp/sm_enhancedpreview
http://www.nxtbook.com/nxtbooks/ptp/sm_201310
http://www.nxtbook.com/nxtbooks/ptp/sm_201309
http://www.nxtbook.com/nxtbooks/ptp/sm_201308
http://www.nxtbook.com/nxtbooks/ptp/sm_201307
http://www.nxtbookMEDIA.com