Two in Five Millennials Don’t Trust Large Food Manufacturers

Gen Y: 'It matters where your food is bought'

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CHICAGO — As consumer interest in brand transparency continues to grow, new research from Mintel reveals that more than two in five millennials (43 percent) do not trust large food manufacturers, compared to 18 percent of non-millennials. Similarly, 74 percent of millennials said they wish food companies were more transparent about how they manufacture their products, vs. 69 percent of non-millennials.

This demographic, defined by Mintel as adults aged 21-38, is also more likely to agree that both retailer and brand are important food purchase factors. Nearly 60 percent of millennials will stop buying a certain brand’s products if they believe the brand is unethical, and 58 percent agree that where you buy groceries reflects your personal values, compared to 28 percent of non-millennials (those aged 18-20 and 39 and older).

Mintel also highlighted:

  • As millennials pursue food from retailers and brands they perceive as “trustworthy,” they are blending the idea of “authentic” with “ethical.”
  • Millennials (52 percent) are twice as likely as non-millennials (25 percent) to agree that traditional grocery stores are not as appealing as specialty stores.
  • Three in five millennials (57 percent) said they only shop the fresh sections of grocery stores (e.g. produce, meat and deli), compared to 30 percent of non-millennials.
  • Millennials are more likely to avoid buying processed foods (58 percent) than non-millennials (51 percent).
  • Millennials (67 percent) are more open to trying foods made for specific diets (e.g. vegan, paleo and gluten free) than non-millennials (40 percent).
  • Sixty-nine percent of millennials vs. 55 percent of non-millennials believe they are more focused on health than other generations.

“Millennials are different than generations prior and are taking a proactive approach with their health. This impacts their food shopping behaviors, product preferences and the brands they support,” said Amanda Topper, food analyst at Mintel. “With growing distrust and a greater desire for transparency from food manufacturers, millennials want brands to form a genuine, authentic connection with them, and brands should recognize the impact millennials have on their businesses.”

For more insights on Millennials, visit the full report HERE.

"Two in Five Millennials Don't Trust Large Food Manufacturers." Convenience Store News, 16 Nov. 2015. Web. 19 Jan. 2016. 

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