Who's the target audience?
It is becoming ever more apparent the effect that the younger generations (particularly the millennials) are having on the food industry; a group of people concerned about health fitness and lifestyle who are paving the way for more knowledge in our society regarding the consumption of food.
According to a Huffington Post article 'In a January 20, 2015 article by USA Today reporter Bruce Horowitz which surveyed more than 30,000 consumers in more than 60 nations revealed that more younger consumers are far more concerned about everything from food ingredients, genetically modified food to organic foods than previous generations. Indeed, an obsession with healthy and clean eating seems to be the order of the day. The most health-centric group of consumers is Generation Z. These are the men and women younger than 20 years old. More than four out of ten individuals polled in this group indicated that they they would be willing to spend more money for healthier products as opposed to 32 percent of millennials, and 21 percent of baby boomers.'
'Generation Z and Millennials are also leaders in the gluten-free movement. Thirty-seven percent of Generation Z respondents and 31% of Millennials are very willing to pay a premium for gluten-free products, while only 22% of Baby Boomer and 12% of Silent Generation respondents are willing to do so.' http://www.nielsen.com/uk/en/insights/news/2015/younger-consumers-endorse-healthy-foods-with-a-willingness-to-pay.html
This shows me that, for my campaign, it is important to identify how the millennials are on board with gluten-free products already but also make the older generations more involved. To do this, I should target the health side of it, showing the various side effects and raise awareness through various different activities to show them that it is worth paying extra in order to make sure their health is a priority. I don't feel as though millennials need to be targeted as they are already aware but I need to identify what methods have helped them to realise and apply these to an older generation. I feel that this could tie in nicely with my case study on M&S, a supermarket known for their older target audience and incorporate health awareness into their supermarkets.
According to a Huffington Post article 'In a January 20, 2015 article by USA Today reporter Bruce Horowitz which surveyed more than 30,000 consumers in more than 60 nations revealed that more younger consumers are far more concerned about everything from food ingredients, genetically modified food to organic foods than previous generations. Indeed, an obsession with healthy and clean eating seems to be the order of the day. The most health-centric group of consumers is Generation Z. These are the men and women younger than 20 years old. More than four out of ten individuals polled in this group indicated that they they would be willing to spend more money for healthier products as opposed to 32 percent of millennials, and 21 percent of baby boomers.'
The study showed how this generation are willing to spend up to 40% more of food they deem healthier in comparison to those born between 1925-1945 who would only spend up to 16%. This shows that our food habits are directly related to the politics and social situations in their lifetimes as for example during the war period food was scarce and did not regard food as 'healthy' but rather a way to survive whereas nowadays with an abundance of food and a steady economy it allows consumers to be pickier with their money.
Courtesy of http://www.nielsen.com/uk/en/insights/news/2015/younger-consumers-endorse-healthy-foods-with-a-willingness-to-pay.html
Each one of these groups place different emphasis' on what is important to them; millennials and generation Z are more concerned with sustainably sourced food whereas low-sugar or sugar free products are more important to baby boomers and the silent generation. Same can also be said in regards to foods that are seen as healthy as millennials are willing to invest their money into healthy food whereas the older generations do not see it as that important.
This shows me that, for my campaign, it is important to identify how the millennials are on board with gluten-free products already but also make the older generations more involved. To do this, I should target the health side of it, showing the various side effects and raise awareness through various different activities to show them that it is worth paying extra in order to make sure their health is a priority. I don't feel as though millennials need to be targeted as they are already aware but I need to identify what methods have helped them to realise and apply these to an older generation. I feel that this could tie in nicely with my case study on M&S, a supermarket known for their older target audience and incorporate health awareness into their supermarkets.
Comments
Post a Comment