Driving Millenial Traffic- What you Need to Know
Latest research from NPD shows just what differentiates millennial traffic from that of the average consumer.
Millenials (defined as consumers aged between 16 – 34 years) are the focus of much attention by QSRs.
This is unsurprising given they account for 1/3 of all food service visits, more than any other age group, and 53% of their visits are made to QSRs. But just how differently do they behave to other consumer segments and what motivates them to eat out?
According to the NPD research, millenials do behave differently. For starters, they are more likely to choose chain outlets than the average consumer, at 58% vs 54% and are also more likely to eat out on snacking occasions, at 31%, vs 29% for the market as a whole.
They also follow recommendations more than the average, but are also more cost conscious, spending, on average, £4.37 per visit, vs £4.62 for the average consumer and opt for meal deals and promotions more than other groups, with 30% of their meals involving some form of promotion or meal deal, as opposed to 26% for the average consumer.
But these numbers mask some differences within the millennial age group. Whilst visits to food service outlets have been improving since 2014, millenials have only marginally increased the number of times they eat out. This is being driven by a reduction in the number of visits being made by 18 – 24 year olds, being balanced by traffic growth by 24 – 34 year olds. This holds important lessons for those seeking to target this group, and whether they should, in fact, be treated as different sectors, and marketed to as separate groups.
About The NPD Group, Inc.
The NPD Group provides global information and advisory services to drive better business decisions. By combining unique data assets with unmatched industry expertise, we help our clients track their markets, understand consumers, and drive profitable growth. Sectors covered include automotive, beauty, entertainment, fashion, food / foodservice, home, office supplies, sports, technology, toys, video games, and wireless. For more information, visit www.npd.com and npdgroupblog.com. Follow us on Twitter: @npdgroup.
- See more at: https://qsrmedia.co.uk/research/in-focus/exclusive-data-shows-why-qsrs-need-their-game-when-it-comes-snacking#sthash.znMW8jj6.dpuf
