Perception of Food as an Experience

More than sustenance, Millennials see food as an experience that leads to different tastes and interests. As such, they care about the source of their food and choose those that align with their ideals. For example, around 70% of Millennials are buying less bottled water due to the harmful effects of plastic on the environment.

More than following what is popular, Millennials are mindful of how their foods are produced. A majority of the generation, around 80%, want to find out the “behind the scenes” of their food. Consequently, this results in mindfully purchasing food resources from restaurants to groceries.

The increased connectivity also allowed Millennials to develop diverse tastes. They seek a variety of flavors, which often lead to popular trends such as cronut, organic proteins, kale, and more. More than 87% admit that they will spend on a nice meal even when it is out of their budgets. The urge to “share” various aspects of their lives, including food, through social media, is one of the primary drivers of such trends.