Millennial's -Are They Different?

Millennial's -Are They Different? I'm Greg Martin with today's Line On Agriculture.

The food industry has been changing. That change has been due in part by the millennial age group. The folks responsible for the Beef Checkoff have been looking into what part this age group has been playing. The checkoff conducted a study in late 2013 using both qualitative and quantitative methods to better understand the target audience overall. Lacy Gray has more on this.

GRAY: This research included focus groups among 'mature millennials' (ages 25-34 years) to learn more about what really defines these consumers in a face-face setting, along with  a survey of 1,250 from this group through online research to gain a perspective on the millennial generation versus non-millennials. The purpose of the study was to identify the most promising target segments for beef in terms of their attitudes, values, lifestyles and motivations relative to their perceptions of beef. So what did the study find? Millennials eat beef a couple times a week, which is not different than non-millennials, and their reasons for choosing beef are also the same; most, regardless of generation, want a great-tasting meal, value and a food they feel confident preparing. While there are many similarities across generations, there are also a number of clear differences. For example, millennials are more likely to be influencers and want to share their beef eating experiences with others. 

Thanks Lacy. That's today's Line On Agriculture. I'm Greg Martin on the Ag Information Network.