Posted By: LeeAnn Taylor
I can still remember when we all thought the “natural” and
“organic” movement was just another passing phase. How wrong we were. If
anything these Millennials are bound and determined to make believers out of
most of us skeptics from years past. Leading the charge in my family is Rachel,
who so happens to be the mother of my latest beautiful grandchild Amelia Rose
(As a grandmother you never pass up the opportunity to boast about the
grandkids… so pics will follow!).
My point being that Millennials who are parents make up the
largest group of organic buyers, according to the latest Organic Trade
Association research. Not surprising 52%
of parents who buy organics are between the ages of 18-34. This is obviously
not a phase…and their reasoning to buy organic and natural varies. Leading the charge is the well being of their
children and the benefits of organic products. Rachel puts great value in
knowing “where” and “how” their food is
grown and sourced. Next in line, the sustainability of our environment.
As a retailer, how can we ignore these numbers? I get that shelf space is a commodity; I
understand that for every new product we lose a long suffering staple product
or have to downsize facings. But can we afford to NOT do it and risk missing
out on a whole generation of shoppers? This is differently a strategic
question.
As a general rule independent retailers have a done a pretty
good job of incorporating organics and natural products into their perimeter
store departments this year. And the numbers are just starting to show.
Prepared and portable foods have had a good showing as well. Remember this is a
generation who eat on the fly and meals are typically unplanned. So when they do want to actually play Betty
Crocker (sorry Rachel) they need some help. Recent reports show an increase in
meat and poultry shoppers with Millennials. Organic, natural and grass fed
meats have a lot to do with that. In fact, two-thirds come home with meals they
hadn’t planned on making. So if decisions are being made while they’re walking
the aisles of your store you have a lot more influence over their choices than
you realize. Recipes, recipes, recipes….I hate to sound like a broken record
but recipes can make or break you. Think about this…recipes will drive
Millennials to center store products. Are you ready for them? Do you offer
organic spices to go with that piece of meat? Are organic dairy items gracing
you’re shelves? Can I get a hallelujah
for a can of organic stewed tomatoes! (Believe me, a Millennial couldn’t stew a
fresh tomato to save their lives)
Even as a proud Boomer, I too am faced with having to adapt
my shopping purchases. These millennials are no joke on what goes into their
kid’s mouths. As a card carrying #grandmillennial my fridge had better be stocked with
the appropriate foods when my grandchildren grace my threshold. Organic juices √, Fresh
chemical fresh fruit √√, natural lunch meat √, whole wheat breads √, natural juice
popsicles√√√, twisters and skittles√……Did I just say that out loud? Great, now
I’m in trouble….gotta run home now and hide that crap fast before you know who
shows up and busts me.
#grandmillennial
Blue Skies Everyone!
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