Today’s shopper profile isn’t exactly… simple. Foodservice and grocery retailers have a span of four generations to think about when considering consumers and their buying power. When it comes to marketing peanut products, each generational shopper will have their own needs and motivations:
The Boomers (Age: 55-74)
Still the largest generation in Canada, Boomers are a big section of the consumer market; they also have a high life expectancy and spending power. Compared to their children (the millennials), Boomers are more brand conscious. They are a generation of peanut lovers – people aged 65 and older are 5% more likely to consumer peanuts.
Key message: Peanuts are a versatile snack; they’re perfect when watching the game, a cost-effective mid-day snack, or to share with the grandkids.
Generation X (Age: 41-54)
While small in numbers, Gen Xers are working hard and possess the highest median household income. They are the balanced generation: not as traditional as the Boomers, not as adventurous as Millennials. Function, health and familiarity are going to be the keys to this conscious consumer.
Key message: Peanuts and peanut butter are pantry staples. Not only are they economical, tasty and nutritious options to ramp up your protein intake, but they are also extremely versatile.
Millennials or Gen Y (Age: 24-40)
As millennials enter parenthood, their buying power influences the little ones in the household. This group, with their kids in tow, drives $901 million in commercial foodservice sales annually. Millennial parents are motivated by health, convenience and experience (whether they’ve been there before). Reminding them that peanuts are a protein-packed, portable option that their kids will love is crucial.
Key message: Peanuts are a healthy, nutritious, portable and sustainable food, and early introduction to babies can help prevent allergies.
Generation Z (Age: 23 and younger)
The Gen Z consumer is in one of two stages: student or working (part- or full-time). They’re looking for on-the-go snacks, but they won’t compromise their value. Sustainability is extremely important to this growing generation and retailers will want to meet consumers’ demands in order to compete. Highlighting the positive environmental impact of peanuts will help to sustain consumption growth and go a long way in nurturing their love for this little legume.
Key message: Peanuts and peanut butter are student staples, and for good reason. Not only are they economical, sustainable, tasty and nutritious, they’re a perfect on-the-go snack.