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A Millennial take on food consumtion A Millennial take on food consumption

Kimberly Egan, CEO of the Center for Culinary Development, already stated in 2009: “Generation Y has a game-changing approach to food consumption that will definitely affect how other demographics, including Gen Xers and Baby Boomers, shop and eat”. (Progressive Grocer, 2009)

Now, seven years later, this quote is even more relevant. We call Gen Y the foodie generation and their behavior and attitudes towards food are more important than ever. Their appetite and food needs are changing the entire culinary landscape and on top of that they are influencing the evolution of restaurants and food concepts.

Nowadays, food brands and chefs are forced to design new creative concepts that meet the needs of Gen Y. These concepts are based on three emerging trends…

Hot tweetawayHot tweetaway: 3 emerging trends in Millennial #foodconsumption insit.es/2w10wmu by @Mathilde_VV via @CoolBrands #foodtrends #geny #nextgen

Healthy and plant-based food – The Generation Nice

Millennials are increasingly linking luxury to a good health. For them, eating meat is no longer commonplace. Eggs and dairy are not considered to be essential in their diets. A logical explanation lies in online media that provide information on the environmental impact of animal agriculture and on the cruel treatment of animals in slaughterhouses. Furthermore, they have seen their parents suffer from heart disease, cancer and diabetes. Generation Nice is up for a healthy lifestyle change!

Hot tweetawayHot tweetaway: #Geny is looking for body- & planet-friendly #food insit.es/2w10wmu by @Mathilde_VV via @CoolBrands #health #foodconsumption #plantbased

They are looking for food that is friendly both to their body and to the planet. We can call it a plant-based lifestyle.

Creative culinary thinkers have noticed this specific need and are introducing innovative animal product alternatives:

  • Impossible Foods: It all started with the company’s lab developing a delicious burger made entirely from plants. They did research in the uniqueness of meat: the sizzle, the smell, the juicy first bite. Then they set out to find precisely the right ingredients from the plant kingdom to recreate the experience meat lovers crave.
  • Hampton Creek: This company is headquartered in San Francisco. They sell plant-based foods. The company’s signature product is an egg-free mayonnaise.
  • Gelzen: This company was founded to sustainably produce animal-free gelatin for use in food and in pharmaceutical and cosmetic products.

Impossible Foods

Fifty years hence, we shall escape the absurdity of growing a whole chicken in order to eat the breast or wing by growing these parts separately under a suitable medium.” (Winston Churchill – 1931)

Guilt-free sustainable consumption – The Generation of Young Famers

According to the World Economic Forum (WEF), Millennials are most concerned about climate change. This generation cares deeply about global issues and is determined to challenge them.

These young people are looking for new ways to reduce their consumption footprint, as they believe it is their personal responsibility to make the world a better place. They buy less and cut down on waste.

Besides that, people fear that the global population will outgrow the food supply. That is why innovators are looking for new ways to supplement the food supply without overtaxing natural resources. One solution, namely vertical farming, may be the future.

The Generation of Young Farmers loves this new way of farming because it can be practiced in big cities (where most of them live) and for the practical purpose of eating healthier and most of all more sustainably.

Hot tweetawayHot tweetway: Guilt-free #sustainable #foodconsumption for #Millennials insit.es/2w10wmu by @Mathilde_VV via @CoolBrands #geny #food #verticalfarming

Pioneers are introducing some new business models that are sustainable for future generations:

  • Square Roots: An urban farming incubator programme that will give young food-tech entrepreneurs the space to develop and accelerate their vertical-farming start-ups. These vertical farms are created inside 10 steel, 320-square-foot shipping containers. The containers will contain rows of organic greens and herbs and each mini-farm will be managed by a young Millennial entrepreneur who is interested in vertical farming.
  • The Fillery: A neighborhood bulk food shop. Its aim is to minimize unnecessary packaging and waste for local communities. This is where customers find healthy food, good goods and household products to fill their pantries. They are responsibly sourced and fairly priced for all.
  • Daily Table: A not-for-profit retail store that offers their community a variety of tasty, convenient and affordable foods. They offer an upbeat, clean and friendly retail store environment that is open to everyone in the community. They can offer these daily values by working with a large network of growers, supermarkets, manufacturers and other suppliers who donate their excess, healthy food or provide them with special buying opportunities.
  • Romain Roquette: A healthy and special salad bar. The owners grow the ingredients themselves in a specially provided space. They make use of the so-called vertical farming principle. This salad bar in Ghent is a pioneer in Europe with its footprint-zero concept.
  • Albert Heijn (Purmerend): One of the most sustainable supermarkets in Europe. The customer can pick herbs in the herb garden. It is a mini-greenhouse where herbs are grown during the last weeks of the growth process. Customers reap the full-grown herbs themselves and choose the desired types and quantity.

Vertical farming

Affordable convenience food – The Fast Casual Generation

Millennials are snappy, they want things to go fast. This fast-casual generation has less patience and hates queuing. Next to that, they are keen on healthy and organic food. 79% of Millennials indicates to be waiting for more affordable, convenient and on-the-go healthy food options.

Organic fast food seems to be a string of words that rarely appears together, but this phrase is set to become much more common.

Fast casual is the fastest-growing foodservice segment globally. Food brands and chefs of the moment are being forced to create a link between fast food and health. They do so by starting new convenient ventures to ensure Millennials’ taste buds stay tantalized on the go.

Hot tweetawayHot tweetaway: Fast casual is the fastest growing #food segment globally insit.es/2w10wmu by @Mathilde_VV via @CoolBrands #foodconsumption #geny #nextgen

To meet Millennials’ needs, innovators have created some new healthy and convenient concepts:

  • PepsiCo: They introduced a new type of vending machine that only offers nutritious choices. It encourages healthy snacking by eliminating unhealthy products from its selection.
  • Pantry: A California-based start-up designed a modern vending machine that ensures that everyone has access to fresh meals. While the idea of grabbing food on the go is nothing new, traditional vending machines are stocked with unhealthy snacks such as chips, chocolate and soda. This start-up aims to re-imagine the vending machine for the modern era by stocking it with fresh and healthy ingredients.
  • Amy’s Kitchen: Amy’s Kitchen is a healthy frozen-food brand best known for its organic, vegetarian, gluten-free and dairy-free products. The brand has moved beyond the grocery store and ventured into new territory by opening Amy’s Drive Thru restaurant.
  • Whole Foods: This company has partnered with vegan meal kit service Purple Carrot to sell its boxes in select locations.
  • McDonald’s The Corner: McDonald’s responded to the consumers’ need for healthier and convenience food with The Corner, where they serve a healthy gourmet menu, including tofu and vegetables, at an affordable price.

Pepsico Hello Goodness Vending Machine

Some creative concepts just have it all and are on their way to success…

Grown, eatsa, Veggie Pret and LEON are four innovative concepts that deserve a place in the spotlight. These new food players are in the front line because they have managed to translate consumer insights into a new concept. They perfectly integrated the three emerging food trends (healthy, sustainable and convenience) into their own creative project. Therefore, they will be Millennials’ favorite share-worthy dining experience!

  • Grown: Grown stands for “real food, cooked slowly for fast people“. At Grown, food can finally be convenient, nutritious and affordable all at the same time, under one garden-topped roof, full of freshly grown ingredients. The menu offers 100% organic fast food focusing on nutrient-dense, farm-to-fork cuisine. Grown utilizes pulp-free and compostable paper products, 100% recyclable cups, BPA-free storage containers and a plantable kids’ meals’ packaging that encourages Grown’s youngest guests to cultivate their own gardens. On top of that, the dining room features a floor-to-ceiling living wall of organic, edible herbs and aromatic vegetation ripe for picking.
  • eatsa: This company is one of the most unique concepts I have ever heard about. It is a high-tech, healthy, vegetarian and fast-casual restaurant that works with robots instead of manpower. eatsa states “It is time to change fast food for the better, forever”. They serve fresh and nutritious food at an affordable price. The taste factor has been upped alongside affordability and speed, with bold flavors, seasonal ingredients and hearty portions. Their commitment is clear: faster, nutritious, more affordable and tastier food. The principle is easy: the customer orders on an in-store iPad or on their own phone, which implies no cashier and no queue. The made-to-order bowl shows up lightning fast in the client’s own personalized cubby.
  • Veggie Pret: The Veggie Pret story started as a vegetarian pop-up. Thanks to the overwhelming success, CEO Clive Schee has chosen to move to a permanent fixture. At Veggie Pret, they serve fresh, healthy and plant-based menus. They are committed to the highest feasible levels of animal welfare, environmental stewardship and ethical farming. On top of that, Veggie Pret has a strategic approach to reduce its impact on the environment and to have a positive impact on the society it operates in.
  • LEON: It is a healthy and sustainable fast food restaurant with good food. Co-founders John Vincent, Henry Dimbleby and Allegra McEvedy opened LEON because they wanted to prove that it was possible to serve food that tastes good and at the same time does you good. They want to make it easy for people to eat well in the high street. On top of that, LEON is proud to be a founding member of the Sustainable Restaurant Association.

Veggie Pret

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One Response to “A Millennial take on food consumption”

  1. Caroline

    dear Mathilde, have you visited the brand new ‘degustation salon’ of patissier Joost Arijs in Vlaanderenstraat, where you can pair his creations with authentic and delicious dessertwines ?