It's Time to Focus on Millennial Parents

A lot of time and marketing budgets are spent on appealing to the Millennial generation. However, most companies have focused on the younger, single members of the generation, but it may be time to turn our attention to Millennial parents. Eighty percent of babies born this year will have Millennial parents, and the EU already has more than 10.8 million Millennial households with children, reported Ad Week. The generation is getting older as a whole, and even the youngest members will soon be out of college and starting careers and families.
So what do Millennial parents spend their money on? One big market is foodservice. Ninety percent of Millennial parents order food from a restaurant at least once per week, as opposed to 77% of Millennials without children and 73% of the overall population, according to Technomic's 2017 Millennial Parents Insights Report. Nearly half of Millennial parents' away-from-home dining occasions include children under age 18, while 43% of Millennial parents allow their children to decide where to eat. Millennial parents increased their patronage of fast food restaurants by 34% in the past two years, while also increasing their visits to fast casual outlets 19% and coffee shops 25%. In comparison, the overall population only increased their visits to fast food outlets by 25% and coffee shops by 18%. This shift is most likely attributed to Millennial parents' interest in time saving and convenience. They express a higher demand for convenience and look for breakfast foods that can be eaten quickly, are portable and don't require cooking, according to The NPD Group. In contrast, Millennials without kids look for breakfast foods that give them energy, are high in protein, tide them over, and keep them feeling full longer.