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A few topline numbers here on consumer spending plans are really interesting…

During the next 12 months, at least 70% of Millennial consumers in the United States say they plan to purchase the same amount or more of milk, butter/margarines, cheeses, and yogurt/kefir/skyr etc.

That’s one of the data points cited by Ian Jenkins, global head of insight and strategy of London- and New York-based 4media Group, during his April 18 presentation at the National Frozen & Refrigerated Foods Association Executive Conference in Tempe, Ariz.

His presentation, “Where to Next? A look at key points about U.S. consumers, food perspectives amid challenging times,” was based on a February survey of 8,000 shoppers, supplemented with interviews and social media analysis. The preliminary report on the research, done for NFRA, will be followed by a white paper from 4media.

Let’s look at the data about those Millennial consumers and their purchasing plans to buy the same or more in key dairy categories: milk, 80%; butter/margarine; 76%; cheeses, etc., 75%; yogurt/kefir, skyr etc., 70%; ice cream, 69%; coffee creamers, 68%; cookie, pizza doughs, etc., 68%; sour cream, cottage cheese, etc., 67%; ice cream novelties, 67%; flavored milks, 65%; and non-dairy milk alternatives, 58%.

Beyond price and convenience, why do we choose to shop where we do? Frozen and dairy are big reasons, and 4media’s research ranks survey results this way: “Their produce is fresh,” 31%; “they have a better all-round range,” 25%; “the quality of meat and fish,” 23%; “a good range of frozen foods,” 20%; “a good range of dairy products,” 17%; “they offer products that other stores don’t stock,” 17%; “products are well-presented,” 17%; and “they have a nicer deli,” 15%.


A higher percentage of Millennials (versus the population as a whole) purchase milk, eggs, butter/margarine, coffee creamers, yogurt/kefir/skyr, sour cream/cottage cheese/spreads, flavored milks and cookie/pizza dough. But a smaller percentage of Millennials purchase cheese.

Warren Thayer

Warren Thayer

Warren is the Editor Emeritus, Managing Partner for Frozen & Refrigerated Buyer.

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