Millennials with Kids Eat Differently than Childless Gen Y Couples

BY Courtney Huckabay
Featured image for “Millennials with Kids Eat Differently than Childless Gen Y Couples”

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.