Today, millennials have an enormous amount of purchasing power, representing about a fourth of the entire population. Collectively, they’re expected to spend more than $10 trillion in their lifetimes. And it’s good to know that they’re using some of that purchasing power toward a healthier lifestyle. Millennials consume more vegetables than any other generation. So how can stores and brands keep this generation coming back to their produce section? Here are 5 ways to captivate the millennial consumer:
- Make it personal
While there are many factors that contribute to a millennial’s buying behavior, they are more likely to make a purchase when they share values with that specific brand or store. Whether it be sustainability, fair trade, locally sourced, or organic, millennials are socially conscious and to win them over, it’s essential to make the shopping experience personal and impactful. According to the National Marketing Institute, 70% of millennials are more likely to purchase items from companies that support their favorite causes.
- Make it interesting
When it comes to produce and millennials, the more interesting and inviting, the better. According to The Power of Produce 2015 study by 210 Analytics, LLC, 35% of millennials said that new produce varieties were important to them versus 17% of those ages 50 and older. Whether you’re selling traditional or unique produce items like dragon fruit, kumquats, or paw paws, be sure to include tips on different ways to prepare the item, as well as recipe ideas and storage tips. Make it interesting!
- Make it social
It’s no surprise that millennials rely heavily on technology and social media, and it’s no different when it comes to their shopping experience. To engage millennials, provide a digital resource, whether it’s a store app; digital coupon; or a social profile with recipes, cooking inspirations, and meal plans. Millennials don’t want to just purchase a brand’s products, they want to engage with and help define that brand. According to Forbes, 62% of millennials are more likely to become a loyal customer if a brand engages with them on social networks. Check out how California Avocados ignites conversation with its patrons through custom recipes and relevant content.
- Make it convenient
Millennials are eating smaller, more irregularly scheduled meals, driving a demand for healthy eating on the go. These days, it seems like time is increasingly limited with busy schedules, which is why innovations like destination displays and on-the-go packaging are a hit with millennials and young families. There’s nothing better than innovative packaging to fuel this generation’s interest in consuming produce.
- Make it fun
In the end, it is all about the experience. According to Forbes, 61% of millennial females and 60% of millennial males enjoy cooking, and 40% of them consider food an adventure, seeking out more ethnic foods than previous generations. Don’t be afraid to break a few rules in conventional marketing as a way to stand out among the millennial crowd and drive brand advocacy.
The sooner you build a relationship with your millennial audience, the more connected and loyal they will be. By aligning and allowing your brand to connect to their values and behaviors, you’ll be more likely to earn their business time after time.
If you’re a millennial, I’m curious if I missed anything in my top five perspective. If I did, I’d love you to comment and add your additional thoughts to my post.
To read more on this topic, check out our blog post: “How to Retain and Capture the Modern Day Produce Shopper.”