Millennials with Kids Eat Differently than Childless Gen Y Couples

by | 3 minute read

Mil­len­ni­als are grow­ing up and hav­ing kids and while some of their gen­er­a­tional atti­tudes remain intact, their lifestyle as par­ents often change the how, what, and why behind their con­sump­tion choic­es.

Break­fast is a meal occa­sion where being a Mil­len­ni­al par­ent neces­si­tates con­ve­nience over sati­a­tion, which is the pri­ma­ry moti­va­tion for break­fast choic­es of mil­len­ni­als with­out kids, accord­ing to a recent­ly released report by The NPD Group, a glob­al infor­ma­tion com­pa­ny.

Par­ents will want to hear about new quick and healthy break­fast options they can keep stocked in the home pantry. Mar­keters should take note of the par­ents of chil­dren aged 6 to 9 audi­ence, par­tic­u­lar­ly. The Audi­enceS­CAN study report­ed 43% of the pop­u­la­tion with kids in this age group are mil­len­ni­als.

Like most par­ents, Mil­len­ni­al par­ents express a high­er demand for con­ve­nience and look for break­fast foods that can be eat­en quick­ly, are portable, and don’t require cook­ing. Where­as mil­len­ni­als with­out kids look for break­fast foods that give them ener­gy, are high in pro­tein, tide them over, and keep them feel­ing full longer, accord­ing to the NPD study, Con­sump­tion Dri­vers: How Need Shapes Choic­es. This means the foods mil­len­ni­als choose dif­fer slight­ly based on the pres­ence of kids. mil­len­ni­als with­out kids take the time to make eggs or more com­plex items in the morn­ing, but their coun­ter­parts with kids seek time-savers such as bars or yogurt.

Gro­cery and CPG mar­keters can talk to Par­ents of Chil­dren 6–9 on their morn­ing dri­ves to school and afternoon/evening pick­ups. The Audi­enceS­CAN data said 35% of this audi­ence took action after hear­ing spots on the radio (over-the-air, online, mobile or tablet) in the past month.

Mil­len­ni­al par­ents still share with their gen­er­a­tional coun­ter­parts with­out chil­dren the want for healthy break­fast options. With or with­out chil­dren, mil­len­ni­als have a com­mit­ment to eat­ing fresh, less processed foods, and organ­ics. NPD’s ongo­ing food and bev­er­age research fore­casts that mil­len­ni­als and Gen Zs will main­tain their atti­tudes regard­ing fresh and organ­ic food con­sump­tion through­out their life stages, and as a result, con­sump­tion of fresh food will increase by 9 per­cent and of organ­ic food by 16 per­cent over the next sev­er­al years. In addi­tion to fresh and organ­ic food con­sump­tion, mil­len­ni­als also share the moti­va­tion to start the day with a healthy/nutritious meal and want to eat foods that tide them over the next meal.

And, as every­one knows, Gen Y is all over mobile devices all the time. So tar­get them there! Accord­ing to the Audi­enceS­CAN sur­vey results, 44% of Par­ents of Chil­dren 6–9 took action after get­ting mobile smart­phone app ads or text mes­sage ads in the past 30 days.

Mil­len­ni­als are form­ing their fam­i­lies and under­go­ing tremen­dous life stage and lifestyle changes, their moti­va­tions and needs are chang­ing,” says Dar­ren Seifer, NPD food and bev­er­age ana­lyst. “It’s impor­tant for mar­keters not to treat this gen­er­a­tion as a mono­lith­ic group. Sim­ply exam­in­ing them by the pres­ence of chil­dren alone reveals great dif­fer­ences in the ways they behave. Your prod­uct attrib­ut­es and com­mu­ni­ca­tions need to ensure they match the right needs with the right con­sumers.”

Audi­enceS­CAN data is avail­able as part of a sub­scrip­tion to AdMall for Agen­cies, or with the Sales­Fu­el API. Media com­pa­nies can access Audi­enceS­CAN data through the Audi­enceS­CAN Reports in AdMall.

Courtney Huckabay
Court­ney is the Edi­tor for Sales­Fu­el Today. She ana­lyzes sec­ondary cus­tomer research and our pri­ma­ry Audi­enceS­CAN research. Court­ney is a grad­u­ate of Mid­dle Ten­nessee State Uni­ver­si­ty.