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“Meet the Millennials”

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“Meet the Millennials”


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Background & Methodology This special report presents the results of the 2015 Food and Health Survey, focusing specifically on the responses of the 299 Millennials who participated. For this report, Millennials are defined as those between the ages of 18 and 34. In addition, this report also highlights subgroup differences within the Millennial generation. These subgroups include: Age groups (18-25, 26-29, 30-34) Male vs. Female Education (College grad vs. less than college) Race/Ethnicity (White vs. minority) Parents vs. non-parents The survey was conducted by Greenwald & Associates, using ResearchNow’s consumer panel. Fielding took place from March 13 to March 26, 2015. The duration of the survey was 29 minutes, on average. The results were weighted to ensure that they are reflective of the American population, as seen in the 2014 Current Population Survey. Specifically, they were weighted by age, education, gender, race/ethnicity, and region. 2 Those married (or living with a partner) vs. those who are not Higher (Overweight/Obese) vs. Lower (Normal/Low) BMI Household Income (Less than $35K, $35K-$74K, $75K or more) Open to experiences vs. less open to experiences (constructed using the Ten-Item Personality Inventory (TIPI))


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Open to experiences: a big 5 personality trait Openness to Experiences Open-minded Curious Reflective Creative 3 The Big 5 Personality Traits are constructed using Gosling, Rentfrow, and Swann’s (2003) Ten-Item Personality Inventory (TIPI). Please see their 2003 Journal Of Research In Personality article for more details.


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What influences Millennial lifestyles and decisions? 4 International Food Information Council Foundation


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5 Millennials are trying hardest to control happiness and income. How much do you try to control the following in your own life? n=299; Percentages under 3% are not labeled. Arrows indicate significant (.95 level) differences vs. general population. (55%)


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6 Millennials who are open to experiences are more likely to try to control their happiness, wealth, and health. Open to experiences (n=134), Less open to experiences (n=165) Arrows indicate significant (.95 level) differences vs. subgroups. How much do you try to control the following in your own life? Net 4-5 out of 5


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How much of an impact do the following have on your decision to buy foods and beverages? (% Rating 4 to 5 on 5-point scale, from No Impact to A Great Impact) 2015 n=1,007 Arrows indicate significant (.95 level) differences vs. 2014. Taste, price, and healthfulness drive food and beverage purchasing in the general population.


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8 How much of an impact do the following have on your decision to buy foods and beverages? Taste, price, and healthfulness are also the main drivers that influence Millennials’ food and beverage purchasing. n=299; Percentages under 3% are not labeled. (83%) (68%) (60%) (52%) (35%)


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9 How much of an impact do the following have on your decision to buy foods and beverages? Net rated 4-5 out of 5 Taste, price, and healthfulness influence Millennial women more than Millennial men. Men (n=139), Women (n=160) Arrows indicate significant (.95 level) differences vs. subgroups.


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10 Nearly 40% of Millennials believe a sustainable diet means eating balanced, nutritious meals. A sustainable diet means that the foods you eat… (Please select up to 3.) n=299 Arrows indicate significant (.95 level) differences vs. general population. (13%) (8%)


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11 Which of the following, if any, do you do on a regular basis (that is, most times when you shop for food and beverages)? Buy foods because they are advertised on the label as… (Check all that apply.) n=299 Arrows indicate significant (.95 level) differences vs. general population “Natural” or “organic” food labels influence Millennial purchasing choices. (40%) (30%) (10%) (37%)


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12 Income drives Millennial purchasing of certain labeled foods. <$35K (n=69), $35K-$74K (n=113), $75K+ (n=79) Arrows indicate significant (.95 level) differences between subgroups. Which of the following, if any, do you do on a regular basis (that is, most times when you shop for food and beverages)? Buy foods because they are advertised on the label as… (Check all that apply.) Household Income:


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What are Millennials’ thoughts on money, time, and the future? International Food Information Council Foundation 13


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14 If you had an extra $100 to spend every month, what would you likely do with that money? (Please select up to 3 options.) n=299 Arrows indicate significant (.95 level) differences vs. general population. If given extra money, Millennials would spend it on groceries, entertainment, or fitness. (13%) (13%) (9%)


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15 Millennials are equally divided when asked to choose between losing money or gaining weight. To what extent do you agree or disagree with the following statement? “I would rather lose $1,000 than gain 20 pounds.” 2015 n=299 Arrows indicate significant (.95 level) differences vs. general population. Groups more likely to rather lose the money vs. gain the weight: College grads Income $35k+ Women 48% Strongly/Somewhat Agree (56%)


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16 If you suddenly had an extra 4 hours every week, how would you likely spend that time? (Please select up to 3 options.) Millennials would use spare time exercising, relaxing, or socializing, and more Millennials would spend time on electronic devices. n=299 Arrows indicate significant (.95 level) differences vs. general population. (17%) (7%)


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17 If you suddenly had an extra 4 hours every week, how would you likely spend that time? (Please select up to 3 options.) Given additional free time, Millennial men would use it to watch TV, while Millennial women would hit the gym. Men (n=139), Women (n=160) Arrows indicate significant (.95 level) differences vs. subgroups.


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18 2015 n=299; If made resolution n=133 Arrows indicate significant (.95 level) differences vs. general population. Did your 2015 New Year’s Resolution include: Are you still following your 2015 New Year’s Resolution? Millennials are more likely to have made a New Year’s resolution involving changes to diet and exercise. 46% Made a New Year’s Resolution for 2015 (29%)


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19 If you time-traveled 30 years into the future and found that the following had been invented, how excited would you be to try…? 2015 n=299 Arrows indicate significant (.95 level) differences vs. general population. Millennials are excited about future nutrition innovation and inventions that can make custom, nutritious and fast meals. (43%) (40%) (39%) (69%) (80%)


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What are Millennials’ perspectives on cooking and health? International Food Information Council Foundation 20


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21 How much time do you personally spend cooking or preparing dinner on the average weekday? n=299 Nearly 6 in 10 millennials spend 15-45 minutes making dinner. 17% Less Than 15 Minutes 58% 15-44 Minutes 25% 45+ Minutes (19%) (52%) (29%)


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22 Minority Millennials are twice as likely to spend >45 minutes preparing dinner. White (n=189), Minority (n=110) Arrows indicate significant (.95 level) differences vs. subgroups. How much time do you personally spend cooking or preparing dinner on the average weekday?


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23 How important is it to you to be able to customize (or personalize) your food at restaurants? Millennials want to customize their food at restaurants. 2015 n=299, Arrows indicate significant (.95 level) differences vs. general population. 69% Want to Customize Food Who is more likely to see it as important? Women


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24 Over the past year, which of the following, if any, have you made an effort to do? Fewer Millennials are adopting healthful habits such as eating smaller portions and cutting back on sugars and calories. 2015 n=299; Arrows indicate significant (.95 level) differences vs. general population. (37%) (43%) (50%) (36%) (38%) (43%) (76%) (61%)


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25 Which of the following would contribute/has contributed the most to your success in maintaining/losing weight? (Select up to 4 options.) Types of food and physical activity are important for weight, yet fewer Millennials are watching portion sizes or higher calorie foods/beverages. n=299 Arrows indicate significant (.95 level) differences vs. general population. (41%) (30%) (10%)


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26 In an effort to lose/maintain weight, which of the following prevents you from staying on track? (Select up to 4 options.) If trying to lose or maintain weight (Split Sample B) n=121 Arrows indicate significant (.95 level) differences vs. general population. Lack of time, stress and work are major barriers to losing or maintaining weight for Millennials. (31%) (10%)


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27 Which of the following, if any, have you used in your efforts to improve the healthfulness of your diet? (Select all that apply.) Millennials are turning to family/friends, apps or online communities to improve their diets. n=299 Arrows indicate significant (.95 level) differences vs. general population. (32%) (22%) (6%)


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Millennials trust a variety of sources for accurate nutrition information, especially HCPs, friends and family, and bloggers. 28 Which one of these sources would you trust the most to provide accurate information about the types of food you should be eating? (Please select up to 3.) n=299 Arrows indicate significant (.95 level) differences vs. general population. (34%) (24%)


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What do Millennials think about nutrients? International Food Information Council Foundation 29


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30 What source of calories are the most likely to cause weight gain? Only 20% of Millennials believe that all sources of calories influence weight gain equally. n=299 Arrows indicate significant (.95 level) differences vs. general population. (27%)


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31 To what extent do you agree or disagree with the following statements about protein? Most Millennials recognize the importance of protein in their diets and its benefits for heart and muscle health. n=299; Percentages under 3% are not labeled.


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32 College grads are more likely to recognize the benefits of eating more protein. College grad (n=91), Less than college (n=208) Arrows indicate significant (.95 level) differences vs. subgroups. To what extent do you agree or disagree with the following statements about protein? Net Agree


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33 Which of the following are reasons why you do not consume more protein than you do now? Millennials perceive cost to be the biggest barrier to protein consumption. n=299 Arrows indicate significant (.95 level) differences vs. general population. (15%) (14%)


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34 Do you believe that consuming higher amounts of protein is especially beneficial for any of the following groups? (Percent “Yes”) n=299 Most Millennials believe that athletes and active people should eat higher amounts of protein.


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35 Women Millennials are more likely to think that protein is beneficial for specific groups.  Men (n=139), Women (n=160) Arrows indicate significant (.95 level) differences vs. subgroups. Do you believe that consuming higher amounts of protein is especially beneficial for any of the following groups? (Percent “Yes”)


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36 How would you rate the healthfulness of each of the following types of fat? Millennials realize the healthfulness of omega fatty acids, but don’t fully understand the differences between different types of fats. n=299; Percentages under 3% are not labeled


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37 If yes Thinking about the last year, has your opinion changed about the healthfulness of eating saturated fat? n=299; If opinion changed=90 Please indicate how your opinion about the healthfulness of eating saturated fat has changed. 1 in 3 Millennials have recently changed their view on the healthfulness of saturated fat with the majority of those believing it to be less healthful. Groups more likely to say yes: Minority Groups more likely to view as more healthful: Men Less open to experiences Subgroup Differences Subgroup Differences


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38 How would you rate the healthfulness of each of the following types of oil? n=299; Percentages under 3% are not labeled Arrows indicate significant (.95 level) differences vs. general population. Millennials rate fish oil as most healthful and are less likely to rate certain oils (olive, sunflower, canola and corn) as healthful. (79%) (56%) (49%) (32%)


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39 If yes Thinking about the last year, has your opinion changed about the healthfulness of eating carbohydrates? n=299; If opinion changed=90 Please indicate how your opinion about the healthfulness of eating carbohydrates has changed. 3 in 10 Millennials have shifted their viewpoint on carbs, with more believing that carbs are less healthful than once thought. Groups more likely to say yes: Ages 18-25 Minority Higher BMI Groups more likely to view as more healthful: Ages 18-25 Minority Subgroup Differences Subgroup Differences


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40 How concerned are you, if at all, with the… n=299 Millennials are more concerned about the type and amount of sugars they consume than type and amount of carbohydrates.


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41 Millennial women and those with higher incomes are more concerned with the type and amount of sugars and carbohydrates they consume. Men (n=139), Women (n=160) <$35K (n=69), $35K-$74K (n=113), $75K+ (n=79) Arrows indicate significant (.95 level) differences vs. subgroups. How concerned are you, if at all, with the… (Percent Concerned) Household Income:


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42 As far as you know, which of the following statements, if any, are true? Millennials believe moderate sugars intake can be part of a healthful diet and that naturally-occurring sugars are more healthful than other sugars. ? ? ? ? Indicates true statement n=299 Arrows indicate significant (.95 level) differences vs. general population.


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43 ? Indicates true statement ? ? ? College grads are more likely to think that all of these statements regarding sugars are true. College grad (n=91), Less than college (n=208) Arrows indicate significant (.95 level) differences vs. subgroups. As far as you know, which of the following statements, if any, are true? (Percent True)


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44 What are Millennials avoiding and/or consuming? n=299, Arrows indicate significant (.95 level) differences vs. general population. To what extent do you try to consume or avoid the following? % Try to limit or avoid entirely % Try to get a certain amount or as much as possible (47%) (13%) (30%)


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45 What are Millennials avoiding and/or consuming? To what extent do you try to consume or avoid the following? % Try to limit or avoid entirely % Try to get a certain amount or as much as possible n=299, Arrows indicate significant (.95 level) differences vs. general population. (49%)


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Respondent Profile 46 International Food Information Council Foundation Food and Health Survey 2015


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47 International Food Information Council Foundation Food and Health Survey 2015 Respondent Profile


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48 International Food Information Council Foundation Food and Health Survey 2015 Respondent Profile


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