Haygarth On The Inspiration Generation

Millennials, the 18 to 34-year-olds of the world, make up 20% of the population. Given that this generation’s influence continues to grow, coupled with the little we know about their attitudes toward grocery shopping, Haygath and Flamingo took on learning about this new generation of cooks and shoppers.

Using cutting-edge technology, online quantitative research and in-depth interviews, the Haygarth and Flamingo teams were able to delve into the minds of Millennials – gleaning insight into what influences them, the importance they place on food and drink and how they shop.

So, what does inspire Millennials? Research shows that social media and TV are in the lead. Haygarth and Flamingo discovered

  • They look at food on social media about four times a day
  • 54% are most inspired by TV shows
  • 61% recalled seeing food- or drink-related TV advertisements in a one-week span
  • 30% say being able to cook is important because it enables them to eat healthily


All of this said, how important are food and drink to Millennials? Believe it or not, the study proved that these two subjects are more important to Millennials than having a great fashion sense:

  • Importance of food and drink – 40% vs. fashion – 27%
  • 35% of Millennials try more than six new recipes or ingredients every month
  • Only 13% of their parents’ generation is as adventurous


As a result, how do Millennials shop?

  • 59% of this generation head to the supermarket with a shopping list and stock up on a few days’ worth of food
  • 12% of Millennials say that supermarkets inspire their cooking


As the Millennial generation increases its purchasing power in the marketplace, companies need to adapt their marketing strategies and messaging to stay relevant and aligned to the generation’s ways of thinking about the new age of food and beverages.

If you would like to learn more, visit Haygarth’s website!