What’s for Dinner? Well according to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions® it’s time to ask dad what’s for dinner.
Meals, menus, cooking and dinner have evolved and in 2018 we live in a world in which 80% of Millennial dads claim primary or shared grocery shopping responsibility in their households (compared to 45%in previous generations), and many are taking on cooking responsibilities as well.
Here are seven opportunities that Katie Shanagher identified for brand marketers to think about when targeting Millennial dads:
1. If you’re a brand facing competition from lower-priced competitors.
Millennial dads are more willing to pay more for quality than Millennial moms, who are more likely to prioritize price in their grocery purchase decisions. In our research, 40% of Millennial dads claimed “quality” was the most influential factor when deciding between multiple brands vs. only 26% of Millennial moms. The reverse was true for Millennial moms.
2. If you’re a clean-label brand.
While the general industry narrative is that mom is the parent most concerned about nutritional quality, when it comes to Millennial parents, our research suggests the opposite: 71% of these involved Millennial dads claimed that they “often” or “always” read ingredient labels before choosing which product to buy, versus only 53% of Millennial moms.
3. If you’re a brand competing on the store perimeter.
We’ve all heard about Millennials migrating away from the center of the store, and perhaps the Millennial dads who cook and shop are partially to blame for this trend. Millennial dads are more likely than Millennial moms to claim they often or always stick to the edges of the store when shopping (42% vs. 28%), while moms are more likely to say they always walk up and down the aisles (70% vs. 61%).
4. If you’re a brand that gets significant volume from in-store decision-making.
Millennial dads are more likely to be seeking or open to inspiration in-store than Millennial moms: 47% of Millennial dads claim they always or often look for meal inspiration in-store, vs. only 31% of moms.
5. If you’re a brand that promotes kitchen creativity and fun.
These dads don’t just look for inspiration in-store, they carry that desire for creativity and fun to the kitchen: 43% claim “fun” is a benefit of cooking at home, and 46% describe preparing meals as a creative outlet (vs. 25% and 34% respectively for moms).
6. If you have distribution at non-traditional outlets.
Millennial dads are much more likely than Millennial moms to shop for groceries at outlets like club and drug stores, while moms are more likely to stick to grocery and mass.
7. If you want to grow your e-commerce business.
Dad’s affinity for non-traditional outlets continues to online as well. Dads are more likely than moms to shop for groceries on Amazon.com (27% vs. 12%), retailer websites (26% vs. 12%), and to use grocery delivery services (19% vs. 8%).Success does leave clues www.FoodserviceSolutions.us is the global leader in grocerant niche business development. We can help you identify, quantify and qualify additional food retail segment opportunities. Has your company had a Grocerant ScoreCard completed a Grocerant Program Assessment, or new Grocerant niche product Ideation? Want one? Call 253-759-7869 Email: Steve@FoodserviceSolutions.us