As Older generations decline Millennials are growing and are expected to continue growing over the next five years. Millennials represent one quarter of the population of United States, making them the largest generation at present. At the same time Millennials are highly diverse as a generation. Among Millennials 21 percent is Hispanic, according to Mintel, a data and market research company.
Divided into younger and older Milennials this generation is marrying later, saving money, going to school and or starting a family. They shop differently, like different products, and have different attitudes about food than previous generations, and their income ranges from below average to about average, according to The Millennial Impact: Food Shopping Decisions US, September 2015, a Mintel report.
A Mintel survey indicates that only 47 percent of Older Millennials and 35 percent of Younger Millennials surveyed said they trust large food makers. Among older millennial's 77 percent wish food manufacturers were more transparent about how they make their products while 70 percent of their younger contemporaries said they wish the same thing. Among non-Millennials 69 percent wished food makers were more transparent about the product that they make.
Millennial's like shopping for groceries and specialty stores and online, and according to Straight to You, a Mintel Trend, they prefer that products be delivered to them. Both younger and older Millennials have a higher preference for fresh produce than non-Millennials.