The past decade has seen an increasing consumer trend to move away from functional foods (food that is processed, modified, and/or contains additives) toward more basic, “whole foods”.
But millennials, more than any other age group, prioritize convenience over healthy eating. They spend less time on food preparation than any other age group. They eat at restaurants and get takeout food more than any other age group. And food delivery services and mobile ordering are increasingly popular with millennials.
Millennials say that they prefer healthy, whole foods over functional foods, but not at the expense of convenience, taste, and cost.
This represents a big opportunity for health food brands and quick service restaurants (QSRs). How can your brand deliver both healthy eating AND convenience?
Health food brands should consider offering packaged, prepared take-home meals that offer convenience without processed ingredients. It’s a growing category in groceries, and these meals could also be available via your own online ordering & delivery service.
Likewise, quick-service restaurants can offer complete “meal in a box” packages via their app or website, including home delivery, making it easy and convenient for consumers to have dinner delivered right to their door.