Study: 17% Of Millennials Cite Amazon As A Favorite Food Retailer
But Amazon still has a ways to go before it topples Walmart, Target and Costco.
Amazon’s recent acquisition of Whole Foods might have come as a surprise to some, but younger generations of grocery shoppers already envision Amazon as one of their favorite food retailers.
In a recent survey from Condé Nast and Goldman Sachs, 17 percent of millennials cited Amazon as one of their preferred food retailers, and though more respondents cited Walmart, Target, Costco and other established retailers, the presence of the e-commerce giant among more traditional food retailers is noteworthy.
Earlier this month, Amazon acquired Whole Foods for more than $13 billion. The deal lines up with the findings of the Condé Nast and Goldman Sachs study, which revealed that millennials over-index for health-focused food brands and voice a stronger preference for Amazon as a retailer.
Per the study, 12 percent of respondents in the cross-generational sample said Amazon was a top food retailer (-5 points off the millennial figure). In addition, 39 percent of millennials cited Whole Foods as a top retailer versus 34 percent from the cross-gen pool.
The study also inquired about specific food brand preferences among millennials, with the top ten picks revealing an interesting mix of health-conscious brands and modern classics. Millennials cited San Pellegrino, Angie’s, Haribo, Duncan Hines, Bertolli Frozen, Nespresso, Poland Spring, Starbucks, Yoplait, and Noosa as leaders on the “Love List.”
Spots 11 through 20 were occupied by names like Ferrero Rocher, Justin’s Nut Butters, Coca-Cola, International Delight, Kashi, Dove Chocolate, Pillsbury, Clif, Cheez-It, and Fage.
More broadly, the research uncovered key trends when it comes to Millennials’ preferences for specific food brands and food retailers. For one, they are unsurprisingly health-conscious: While 40 percent of brands on the list fell into the standard snack category, 75 percent were healthy options, such as Angie’s and Noosa. The propensity to pick healthy snacks indicate an affinity toward good-for-you options that are also convenient and can be consumed on-the-go.
The second underlying trend suggested a higher order reason, beyond taste and quality, for why millennials spring for certain brands over others. This demo prefers transparency when it comes to what’s in the product and where those ingredients come from, says Pamela Drucker Mann, CMO of Condé Nast. “When it comes to the food brands they’re choosing to purchase, like Kashi, Clif, and Bear Naked, millennials are looking to those that connect with them and fit into their lifestyles.”
You can view the complete findings on the Condé Nast website.
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