How to identify foodie tribes: Part One

MILLENNIALS & TRENDSETTERS
Broadly defined as people born from the early 1980s until about 2004, this is a generation said to spend more on dining out than on saving for retirement. They have grown up with bags more choice than previous generations, are open-minded and curious, and food plays an integral part in their lifestyle.

What are they looking for?
In a nutshell, Millennials want their food quick, easy, fresh, organic, ethically sourced and non processed. New and exciting global flavours. Cool packaging that’s resealable, recyclable, easy to open and portable – especially snacks on the go. Truth and transparency matters. They want to know where their food is grown and by whom and love the convenience and adventure of meal kits and being able to customise their meals.

What’s in their shopping basket?
Fairtrade coffee beans, quinoa, avocado, ham and bacon that has been dry-cured in-house, alternative milks, granola, hot sauce, smoky jackfruit masquerading as pulled pork.

How can you best direct/signpost them to these products/foods?
To attract and retain Millennials you need to plug in to their desires and lifestyle. They like to feel that their food is part of a broader experience, which is why they passionately follow brands with a social mission. Millennials love a cool environment, too, so if they’re a core market then it’s good to create a unique and modern vibe in your store. Highlight new flavours and good-looking packaging on social media where they will be engaging with other customers.

SUPER HEALTHY
Forward-thinking, gym-going, triathlon-training, health-conscious people across all ages who enjoy eating well. They may be following a healthy food and fitness regime such as The Body Coach Joe Wicks’ Shift, Shape and Sustain plan or a more permanent version of the ‘clean eating’ Whole 30 nutritional programme.

What are they looking for?
Nutrition. Low-fat, low-sugar, high-protein whole foods to fuel busy working and family lives. New ways to achieve a healthy and nutritious diet. They are also looking to ‘indulge’ without the guilt.

What’s in their shopping basket?
Milled organic nuts and seeds, cold-pressed juice, fermented drinks, alternative milks, protein powder, low-sugar snack bars, pulses, low-carb alternative grains such as cauli rice, raw dark chocolate, healthy snacks such as roasted chickpeas and popped sorghum, chia seed pudding, coconut oil.

How can you best direct/signpost them to these products/foods?
“Our customers are passionate about healthy and ethical eating and they typically need to know a lot about the products they buy. So we are big on information,” says Al Overton, buying director at Planet Organic. “Our staff are experts on the lines we stock and sell. And beyond the verbal know-how, there’s a lot of detailed point-of-sale and specific dietary symbols. A visit to a Planet Organic store is typically educational!” Overton adds, “We’re not big advertisers and we typically focus on community-based marketing and events across our London stores. We organise local running clubs and support local health and fitness efforts.”
Given how seriously members of the health tribe take their food and drink intake, they are more likely to trust doctors and dietitians than bloggers and social media fitness professionals for health information.

TOURISTS AND SEASONAL VISITORS
Visitors to Britain from all over the world and those on staycations. The latest figures from the Office for National Statistics show that almost 38 million tourists visited the UK in 2018. The biggest two groups were from America and France, closely followed by other European neighbours. The number of Britons holidaying ‘at home’ has increased due to concerns over Brexit and the weak pound.

What are they looking for?
Food or drink that is local and representative of an area where they have visited or stayed. A product that will be perceived as British ‘back home’, perhaps branded with royal warrants, pastoral scenes, iconic buildings, Union Jacks and packaged to carry home. Some of these traditional products were going concerns when America, as we know it, was just a dream in Alexander Hamilton’s brilliant mind.

What’s in their shopping basket?
Fudge, marmalade, tea, cheese, chutney, Marmite, haggis, whisky, Pimm’s, cheap and expensive varieties of chocolate and biscuits.

How can you best direct/signpost them to these products/foods?
“Learn to know what will and won’t work in your area and be a food hub for your region,” says Mark Kacary. “Summer is the busiest time for The Norfolk Deli. We’ve learnt that ready meals sell better to September couples than to busy families in the peak season. “But families love to pick up our in-house pastries in the morning and our renowned fresh local crab which is available all summer. We’ve also teamed up with some holiday providers to make it easy for their visitors to buy a welcome basket packed with local staples and treats.” Encourage customers to try other products, adds Kacary, “If they come in for a Norfolk cheese I might offer them a bit of Cornish Gouda to taste. This keeps the counter alive and interesting for them.”