Millennials, also known as Generation “Y” are born between the early 1980’s and the mid 1990’s although the exact dates can vary depending on the source of information. As of 2021, they made up the largest generational group in the United States, representing approximately 27% of the total population according to the U.S. Census Bureau – naturally this percentage will vary depending on country. They are a significant and influential demographic group and one that must be properly marketed to if you wish to increase sales of frozen fruits and vegetables in your business.
Millennials are digital natives and share information
Here are some common characteristics of millennials to consider when determining your sales and marketing approach:
Digital Natives – They grew up with technology and are highly tech savvy and comfortable using computers, smart phones, and other digital devices. They are used to having instant access to information and are quick to adopt new technology. They often use social media and other digital platforms to connect with others, share information and engage in online communities.
Diversity – They are the most diverse generation in history with a wide range of ethnic and cultural backgrounds. Do not miss this point as you develop your marketing.
They are socially conscious and politically engaged.
Entrepreneurs – they are more likely to start their own business ventures. They value autonomy and flexibility in their work and are not so interested in a “corporate career.”
Delayed Adulthood – they delay the traditional milestones like getting married, having kids, and buying a home.
Work-life balance is prioritized – they are more likely to take time off work to travel and pursue personal interests – they are not interested in working long hours to build their careers.
Popularity of Frozen Vegetables with Millennials: Overall, frozen vegetables are popular with millennials due to their convenience, nutrition affordability and sustainability. Frozen vegetables can be stored for a longer time than fresh and require minimal preparation. This is particularly appealing to those that have a busy lifestyle and want quick and easy meal preparation. Many millennials are often health-conscious and look for nutrient-dense foods and frozen fruits and vegetables fit this need. Frozen vegetables are often less expensive and make them a budget-friendly alternative. Regarding sustainability, frozen vegetables help reduce food waste as they have a longer shelf life and can be stored for up to one-two years without losing nutrients.
Frozen Foods are more convenient
What Frozen Vegetables are Most Popular with Millennials Today?
Cauliflower has become increasingly popular as a versatile frozen vegetable that can be used in a variety of ways – from frozen cauliflower rice to cauliflower pizza crusts. Frozen cauliflower is convenient for those who are short on time.
Broccoli is a nutritious vegetable, high in fiber, vitamins and minerals. It’s a great frozen alternative to fresh broccoli as it fits the need of the health-conscious millennials wanting to save preparation time.
Spinach is another favorite – high in iron, calcium and other nutrients. It’s a convenient option for those who want to add greens to their meals without the hassle of washing and chopping fresh spinach!
Frozen Mixed Vegetables are popular for those who want to get a variety of nutrients in one serving and offer many ways of preparation – such as sautéing on the stove top or roasting in the oven or grill.
Taking the above into consideration, one must understand that marketing to millennials requires a different approach to traditional marketing strategies. Here at Noon International, we specialize in various marketing techniques according to the potential target, in this case, Millennials. Here are a few things to keep in mind when developing your marketing approach:
Be authentic: Millennials are skeptical of traditional advertising and do not go for marketing messages that are ingenuous. They value transparency and honesty.
Use of social media: Being “digital natives” they use most social media platforms like Instagram, Twitter and TikTok to connect with brands and learn about products thus use of social media is critical to marketing frozen vegetables to this segment.
Content of your message: Millennials value experiential marketing – create engaging and interactive content with blogs, videos, and social media posts.
Personalize it: Millennials want to be spoken to directly with personalized messages that speak directly to their needs. We already know that millennials value convenience, nutritional value and flexibility when choosing what vegetables to purchase so focus on these advantages.
Values: This group is socially conscious, and they care about causes and issues – make sure that your marketing aligns with this.
Here at Noon International we have specialized in the sale of frozen fruits and vegetables to the retail, institutional and industrial markets for over forty years. We continue to utilize methods of marketing according to the latest trends and offer expertise in this area to our buyers. Be sure to look for upcoming emails from us with product information and marketing tips to increase your sales and profitability in the sale of frozen vegetables – and don’t miss the millennial market!
