Consumer Corner: Millennials: Meet the Boomer's Kids (Part 2: Consumption Habits of Millennials by Meal Occasions)

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 Background | Consumption habits of boomers by meal occasions | Millennials’ food trends | Source

Born between 1976 -1994
Millennials, age 18-34 are almost as big an influence as Boomers age 45-64, as they now move through critical life stages:
  • age 18-24 are more likely leaving high school and university to join the work force
  • age 25-34 are likely to be forming relationships and families
Consumption Habits of Boomers by Meal Occasions

Millennials prepare and eat about 73% of their breakfast meals in-home
  • The biggest competition at breakfast is not other meal sources, but “skipped meals”.
  • Millenials 18-24 and 25-34, without kids report a higher percentage of skipping breakfast than other age groups. Weekend breakfast has the highest breakfast skip rate at 25% of occasions for 18-24 and 25-34 without kids.
  • Millennial’s number one breakfast choice is RTE (Ready To Eat) cereal and the 18-24 age group has a closer connection to milk at breakfast than juice, coffee or tea.
Top foods eaten at home/carried breakfast - Millennials
Annual eating per capita –in home/carried breakfast venues – base dish

  • Lunch is also a meal Millennials often skip.
  • The lunch meal shows the lowest percentage of meals consumed in-home and largest percentage of meals carried-from-home.
  • Sandwiches are the number one food selected for both in-home and away-from-home lunches.
  • In total 12% of lunch meals are prepared and eaten in restaurants and McDonald is the top restaurant operator for this generation.
Top foods eaten at home/carried lunch - Millennials
Annual eating per capita –in home/carried lunch venues – base dish

While healthy choices like sandwiches, fruits and vegetables dominate, compared to total adults at lunch,
  • Millennials are more likely to choose fries, burgers and pasta.
  • Away from home, Millenials choose carbonated soft drinks, sandwiches and French fries at lunch.
  • McDonalds is the number one brand of restaurants for Millennials for away-from-home lunch.
Top foods and beverages eaten at lunch- away from home - Millennials
Annual eating per capita –away from home– base dish

  • About 2/3 of Millennials eat dinner meals in-home.
  • When Millennials cook a meal, it is most likely dinner. Homemade dinner is more often reported for Millenials with kids compared to Millennials without kids.
  • Frozen meals show the largest percentage for Millennials without kids
  • Chicken and beef are the two proteins chosen most often for dinner, with chicken having a significant lead. Fish and pork meals are increasing.
  • McDonalds and KFC are the two top choices for dinner away-from-home.
Trends in protein consumption among Millennials – in-home/carried dinner
Annual eating per capita

  • Snacks are largely sources from the home with 55% prepared and eaten in-home and 20% carried-from-home.
  • The top motivations for foods selected for snacks include: Enjoyment, Indulgence, and health/weight control.
  • Top snack foods include: fruits, cookies, snack bars, yogurt and veggies.
  • Top beverage as snacks are coffee and carbonated soft drinks in the fast few years.
Millennials’ food trends……….
  • In addition to the dominating fruits, vegetables and sandwiches, consumption of ready to eat  cereals, yogurt, and snack bars is growing among Millannials.
  • Carbonated soft drinks and milk  are among some of the fastest declining food consumed by Millannials
  • Yogurt is a growing category.
  • Consumption of French fries has declined at a greater rate while burger consumption has declined in the fast few years.
  • Pizza consumption is growing.
  • Very rapid growth in snack bar consumption.

The NPD Group report on Canadian Millennials 2010
The primary source of the Millennials report is based on three different NPD Group services:
  • National Eating Trends (NET) which tracks consumption behavior relating to retail and restaurants
  • CREST Canada which collects information about purchase of prepared food and beverages at restaurants.
  • Health Track Canada which adds attitudes and diet status to NET data base
  • Snack Track, which tracks the consumption and sourcing of snack foods by individuals
Click Millennials_part 2 to read article in pdf form

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For more information about the content of this document, contact Jeewani Fernando.
This document is maintained by Erminia Guercio.
This information published to the web on October 22, 2012.
Last Reviewed/Revised on January 27, 2016.