When Hispanic Adult Millennials make Food Choices – – Convenience is King

tr3s InsightBy Insight Tr3s

Last week in our blog, we showed how healthy eating is important to Hispanic Adult Millennials – but that doesn’t mean they’re always reaching for the broccoli. Convenience plays a big role in their food choices, and they often sacrifice nutrition when opting for foods that are easy to get or prepare. They also like to indulge in unhealthy treats when the mood strikes.

In general, convenient foods are attractive to Millennials. Among Hispanics in particular, Adult Millennials are more likely to eat on the run and to be open to frozen and prepared foods. Foreign-born Hispanics in their thirties tend to be more interested in fresh ingredients and good nutrition.

Tr3s revealed these insights insight as part of its 2012 research study, Hispanic Adult Millennials Living the Next Normal: Age of Uncertainty. The following are further key findings about how convenience affects Hispanic Adult Millennials’ food choices:

Hispanic Adult Millennials love fast food. It appeals to them because it’s convenient and tasty. Nearly 9 out of 10 eat fast food. They’re also over 90% more likely than foreign-born Hispanics in their thirties to agree that it fits their busy lifestyle.

Hispanics 18 to 29 are frequent snackers and more likely to eat on the fly than foreign-born Hispanics in their thirties. Two-thirds of Hispanic Adult Millennials 18 to 29 report snacking between meals often (148 index to foreign-born Hispanics 30-39).

They get their snacks from stores and restaurants. Mass merchandisers are the #1 place they buy snacks, followed by supermarkets and fast food restaurants.

Convenient foods are most important for breakfast and eating between meals. However, they’re in less of a rush at dinnertime, which is still a valuable occasion for spending quality time with family and friends.

Subway restaurants are inexpensive, convenient, tasty, and healthy – making them a Top 10 “cool” item. Ranking third on the “cool list,” Subway bridges all the qualities Hispanic Adult Millennials seek out when they’re hungry. In addition, they’re 50% more likely than foreign-born Hispanics in their thirties to like the trend toward healthier fast food restaurants.

Starbucks is a favorite for socializing — an inexpensive and convenient place to meet friends. It’s the #3 fast food restaurant among Hispanic Adult Millennials. Starbucks also ranked #2 on the “cool list” among those living with their parents, possibly because it gives them a place to socialize without spending a lot of money. And dining out is an important social activity – over 8 in 10 Hispanic Adult Millennials go to restaurants with other people.

Source: Tr3s 2012 “Hispanic Adult Millennials Living the Next Normal: Age of Uncertainty”; Experian Simmons Summer 2012 NHCS Adult Survey 12-month; Mintel/GMI/Offerwise Hispanics and Snacks – October 2012

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