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Malabar Blog
Consumer Trends – The Influence of Millennials and Baby Boomers

Posted January 9, 2016

The Baby Boomers and the Millennials are both worthy of special attention. According to the 2011 Census, 9.6 million persons, or close to 3 Canadians out of 10 (29%), are baby boomers. According to research by YouBrand, Millennials represent 8.9 million with a global spending power of a whopping $2.45 trillion.  Euromonitor forecasts that the global spending power of the baby boomers will reach $15 trillion by 2020. The buying power of these two groups combined has an extraordinary influence on the products that will come to market in the near months and years ahead. Understanding these two groups and how to cater to them will better your chances of capturing a piece of this market share.

your best customer

Millennials – Your New Best Customer

Millennials are defined by being born between the years 1981 and 2000, and represent one third of today’s consumers. They are more open minded, socially engaged and are always on the lookout for something new and different. They are the most frequent customers to the deli as that is where their need for convenience, variety and the ability to experiment with food, is met. Millennials respond to claims that foods are organic, high protein and are hormone- or GMO- free. When marketing to this demograph be mindful of using digital formats rather than print and be sure to offer bold flavours and innovation in your deli counter.


What about the Baby Boomers?

With so much talk about the millennials, what about the food trends for the baby boomers (born between 1946 and 1965)?  According to the 2011 Census, 3 out of 10 Canadians are baby boomers, and by 2031, all baby boomers will have reached the age of 65.  The proportion of seniors could reach 23% (compared to 15% in 2011).  Baby boomers spend about twice as much on snacks and sweets than millennials. Boomers are more likely to respond to claims that a product is gluten free, all natural or has high fiber. While boomers are the traditional meat-and-potato lovers, their tastes are anything but boring. Be sure to enhance your flavor offerings with a variety of savory herbs and bold spices.


Boomer Protein Preferences

Seafood/Fish 63%
Barbecue 57%
Beef Dishes 55%
Chicken Dishes 54%

Source: Technomic Inc.

The baby boomers and millennials combined are the largest and most influential consumer group ever. Understanding each generation and what drives their purchasing decisions will be key to implementing successful and effective marketing strategies in 2016 and beyond.


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“Malabar provides me with the best quality spices at a very competitive price. Compared to the competition, Malabar saves me 30–40% on every order I place.”

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B&D Meats,
Weyburn SK




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