Practical Implications of the Millennial Generation’s Consumer Behaviour in the Food Market

Abstract

Generational theory assumes that generational cohorts develop similar attitudes and beliefs. The Generation Y/Millennials group is currently one of the most important generations in the market as they have a presence in the labour market with a high income of their own, which creates higher demand for products, especially in the food market which is very sensitive to consumer decisions. The aim of this study was to show the consumer behaviour of Generation Y in the market for innovative food products and to propose marketing models created on the basis of research on a Polish sample of Millennials. The research was conducted in the period before the COVID-19 pandemic on a group of 544 selected respondents. Descriptive statistics of the SPSS program were used to process the results obtained. Among the most important of the results was identifying the decision-makers who are purchasing innovative products and the influence of third parties on their decision. In the first instance, consumers look for innovative food products in large retail chains (hypermarkets and supermarkets), however, they pay attention to both the quality of the products on offer and the price. Values such as freshness and taste also play a role in their purchasing decisions. Sources of information about innovative products in the Polish food market include culinary blogs recommending innovative products, and the opinions of dieticians and nutritionists.