It’s routine these days to see alarmist headlines in the trade media for marketing, advertising, and the food and beverage industries: Millennials are killing sales.
They’re not drinking / sampling / shopping / eating / fill-in-your-verb-of-choice at the same rate their parents did. So marketers who are betting on Millennials (and allocating their marketing dollars in that direction) are seeing campaigns fail.
Campaigns? Sometimes it’s entire brands themselves. Last summer Miller-Coors pulled Two Hats, a light beer aimed at Millennials, off the market after only six months.
And it isn’t just beer. There are similar worries affecting wine and spirits — and crossing over into many restaurant formats.
Look at the commercials, and it seems that all you see are younger consumers. Look at the traffic patterns and sales results, however, and it’s a different story.
To dig into this puzzle more fully, ZoomerU did a deep dive into Vividata (Winter 2019) and presented our findings to a group of advertisers in the food and beverage industries. The bottom line was unmistakable: whether it’s beer, wine, alcohol, whether it’s chicken, steak, burgers or seafood, whether it’s fancy dining or casual…no matter how you tumble the numbers, the Millennials are lagging behind and the so-called “older” customers are leading the way.
See for yourself. We call our report FOOD FOR THOUGHT and we think you’ll agree. Just click on the title to access it now.
That's how many Zoomers worked out at a fitness club over the past year. You'd expect the younger Millennials to contribute more. You'd be wrong. They're almost a million behind -- only 2,486,000 people. Source: Vividata Fall 2018