Fresh Products and Take-Away Meals Appeal to Millennials

Major Growth Expected in Dairy, Bakery, and Deli Sections of Supermarkets

A unique opportunity for Italian food companies that can leverage the high-quality reputation of Italian specialty foods, given Millennials’ strong preference for freshness and authenticity

Attracting and retaining millennials, the latest generation of American food consumers, is one of the biggest challenges for U.S. supermarkets. Millennials, aged 20 to 29, prefer fresh food made with high-quality ingredients and premium take-away options, according to a study by PLMA (Private Label Manufacturers Association).

These young, experimental, and price-conscious consumers represent the largest share of specialty food buyers in the U.S.. The specialty food industry generates $120 billion in annual sales, with over $90 billion coming from supermarkets, retail chains, specialty food stores, and the rapidly growing online sales channel [according to a 2015 PLMA study].

According to PLMA, among U.S. millennials:

• 57% purchase fresh fruit or fresh snacks
• 35% buy freshly baked goods
• 30% prefer ready-to-eat meals
• 30% opt for salads and deli foods

This explains why the fastest-growing supermarket departments—and the areas with the greatest market opportunities—are dairy, bakery, and deli sections.

Loyalty and Consumer Behavior: What This Means for Italian Food Companies

The market research also revealed a high level of brand loyalty among millennials when it comes to grocery shopping:

• 9 out of 10 millennials shop at just one or two supermarkets.

This means that penetrating the U.S. market requires a long-term strategy aligned with consumer behavior.

Other key factors for successfully entering the U.S. specialty food market include:

• Organic certification ("organic" products hold a competitive advantage in the U.S.)
• Non-GMO labels (as U.S. regulations on GMOs are more permissive, clearly labeling products as "Non-GMO" can be a powerful differentiation strategy)

Additionally, the "All Natural" claim appears to be the most important purchasing factor for U.S. millennials, ranking even higher than "Organic" or "No GMOs."

U.S. Market Trends Align with Mediterranean Diet Values

In conclusion, the U.S. market is increasingly embracing Mediterranean diet values, including:

• Freshness
• Authenticity
• Non-GMO
• Organic certification
• Minimal preservatives and artificial additives
• Natural ingredients

These are core principles of Italian specialty food production, making this a prime opportunity for Italian food exporters.

How to Leverage Millennial Buying Trends to Enter the U.S. Market

Italian food companies are now uniquely positioned to capitalize on these emerging consumer trends. To successfully enter the U.S. market, brands need to:

• Develop a strong marketing and communication strategy
• Ensure products meet U.S. regulations
• Invest in commercial expansion efforts in the United States

Contact us if you are interested in introducing your Italian specialty foods to the U.S. market.