1. GEN Y
Food Trends
The most talked-about generation on the most primal of topics - food
Gen Y
Food Trends

2. Not all Gen Y’s are the same But they share behaviours and attitudes
When it comes to food
Gen Y, also referred to as ‘Millennials’ have very different attitudes and behaviours to food compared to Baby Boomers, and even Gen X. Food is fascinating. Typically used to bring people together - but for our millennials, food represents something even more meaningful.

3. The 7 Gen Y Food Trends
Eating out and having take away is a part of everyday life
Food is a key avenue for collecting and sharing experiences for Gen Y, so unsurprisingly, they spend more money on eating out and takeaway food than any other generation before them.
In the UK, 12% of Gen Y are eating out every day
(we expect a similar number here)
52% of 21-32yr olds would rather go to a food festival than a music festival (USA)
61% of 21-32yr olds would rather have dinner at a new restaurant than buy a new pair of shoes (USA)
Higher level of engagement with their food
Gen Y engages and connects with their food more than other generations. Whether it’s new restaurants, dishes, or seeking out info on ingredients

4. The 7 Gen Y Food Trends
They still aspire to cook at home
When they do cook, However, basic cooking skills are on the decline. While Gen Y has substantial food aspirations, that does not mean that they have the time or the skills to realise those aspirations.
When they do cook, Gen Y tend to want to serve the same meals that they would order in a restaurant
91% expect to cook more at home in the future (UK)
Less structured eating patterns
More of a ‘grab a bite’ mentality. They tend to have less structured meal times, and are more likely to snack than have a meal.
More diverse palates and expectations
They have grown up with ethnic foods, and are accustomed to diverse flavours. Gen Y has also travelled (or aspires to), and food is one part of their travel experience they can ‘bring back’ with them.

5. The 7 Gen Y Food Trends
Gen Y claim interested in health - but their food choices suggest otherwise
The vast majority of year olds claim they eat or intend to eat healthy. However, ‘healthy’ means fresh, less processed, natural and fewer artificial ingredients than being strictly healthy per se. Ethical food is also part of
this new health definition. Gen Y is more interested in how food is made and
grown e.g. organic, artisan, small batch and the companies behind their food
Food is a form of self expression and entertainment
Food is being used as a lifestyle prop. It’s a key part of social discourse (and not just eating). They engage friends in menu / cooking and restaurant choices, and social media gives a platform for this food self expression.
Part of this self expression is also the desire to customise and personalise their food.
44% of (US) millennials have posted a photo of their food or drinks on social media
Use social media to seek out new products e.g. cronuts
68% of Gen Y ask friends before choosing a restaurant

6. This article was written based on B&B’s knowledge and experience.
The facts & figures are courtesy of the following sources:
Engage Millennials: Is Food the New status Symbol (US article)
Millennials the foodie generation 12/15/14: UCI Trend Lab (USA)
Millennials are the tastemakers in food : Millennial marketing/Futrecast (US)
Generation Y and their meals – New eating habits of year olds: Eliogroup (UK)
Marketing daily: Figuring out Gen Y’s Eclectic Eating Preferences an (USA)
Australian Food News: Cracking the Gen Y culinary code 5/11/2008 (Australia)
5 ways millennials dining habits are different from their parents: Business Insider 26th March 2015
If you are interested in learning more and thinking differently, visit our website for more articles, papers and other resources
Bread & Butter
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