Meet the Millennials:

“MEET THE MILLENNIALS”

International Food Information Council FoundationFood and Health Survey 2015

Background & Methodology• This special report presents the results of the 2015 Food and Health Survey, focusing

specifically on the responses of the 299 Millennials who participated.• For this report, Millennials are defined as those between the ages of 18 and 34. In

addition, this report also highlights subgroup differences within the Millennial generation. These subgroups include:• Age groups (18-25, 26-29, 30-34)• Male vs. Female• Education (College grad vs. less than college)• Race/Ethnicity (White vs. minority)• Parents vs. non-parents

• The survey was conducted by Greenwald & Associates, using ResearchNow’s consumer panel. Fielding took place from March 13 to March 26, 2015. The duration of the survey was 29 minutes, on average.

• The results were weighted to ensure that they are reflective of the American population, as seen in the 2014 Current Population Survey. Specifically, they were weighted by age, education, gender, race/ethnicity, and region.

2

• Those married (or living with a partner) vs. those who are not• Higher (Overweight/Obese) vs. Lower (Normal/Low) BMI • Household Income (Less than $35K, $35K-$74K, $75K or more)• Open to experiences vs. less open to experiences (constructed

using the Ten-Item Personality Inventory (TIPI))


Open to experiences: a big 5 personality trait

• Openness to Experiences• Open-minded• Curious• Reflective• Creative

3

The Big 5 Personality Traits are constructed using Gosling, Rentfrow, and Swann’s (2003) Ten-Item Personality Inventory (TIPI). Please see their 2003 Journal Of Research In Personality article for more details.

What influences Millennial lifestyles and

decisions?

4International Food Information Council Foundation

Health and Diet


Net: 4-5

Groups more likely to try to control:

77%College grads, Open to experiences

64%Open to experiences, Income $35k-$74k

57%Women, Open to experiences, Income $75k+

57%Women, College grads, Open to experiences, Income $75k+

57%Open to experiences, Income $75k+

54% Women, College grads, Minority

50%Open to experiences, Has spouse/partner

Happiness

Amount of money you make

Physical attractiveness

Weight

Level of physical activity

Healthfulness of your diet

Safety of the foods and beverages you consume

46%

32%

31%

30%

27%

25%

21%

31%

31%

26%

27%

30%

30%

29%

17%

25%

26%

26%

27%

27%

32%

3%

4%

10%

10%

10%

11%

9%

3%

4%

6%

4%

6%

6%

5%

3%

3%

5 (A great deal) 4 3 2 1 (Not at all) Not sure

5

Millennials are trying hardest to control happiness and income.

How much do you try to control the following in your own life?

n=299; Percentages under 3% are not labeled.Arrows indicate significant (.95 level) differences vs. general population.

(55%)

Health and Diet

International Food Information Council FoundationFood and Health Survey 2015 6

Happiness

Amount of money you make

Physical attractiveness

Weight

Level of physical activity

Healthfulness of your diet

Safety of the foods and beverages you consume

90%

72%

68%

65%

68%

60%

58%

66%

57%

49%

51%

48%

50%

43%

Less open to expe-riencesOpen to experi-ences

Millennials who are open to experiences are more likely to try to control their happiness, wealth, and health.

Open to experiences (n=134), Less open to experiences (n=165)Arrows indicate significant (.95 level) differences vs. subgroups.

How much do you try to control the following in your own life?Net 4-5 out of 5

Health and Diet


How much of an impact do the following have on your decision to buy foods and beverages?(% Rating 4 to 5 on 5-point scale, from No Impact to A Great Impact)

2015 n=1,007Arrows indicate significant (.95 level) differences vs. 2014.

2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

85%88%

84%87% 86% 87% 87% 89% 90% 83%

64%

72% 70%74% 73%

79%73% 71% 73% 68%

58%

65%62% 61%

58% 66%61%

64%71%

60%48%

55% 55%52%

56% 58%53%

56%51% 52%0.52

0.35 0.360.38

0.35

Taste

Price

Health-fulness

Con-ve-nienceSustainabil-ity

Taste, price, and healthfulness drive food and beverage purchasing in the general population.

Health and Diet


Net: 4-5Groups more likely to select:

80% Women, Open to experiences

70% Women

62%Women, Open to experiences, Has spouse/partner

58%

40% Open to experiences, Has spouse/partner

8

How much of an impact do the following have on your decision to buy foods and beverages?

Taste, price, and healthfulness are also the main drivers that influence Millennials’ food and beverage purchasing.

Taste

Price

Healthfulness

Convenience

Sustainability

52%

42%

30%

27%

15%

28%

29%

32%

30%

25%

16%

21%

30%

32%

43%

6%

5%

7%

11%

3%

3%

3%

6%

5 (A great impact) 4 3 2 1 (No impact)

n=299; Percentages under 3% are not labeled.

(83%)

(68%)

(60%)

(52%)

(35%)

Health and Diet


Taste

Price

Healthfulness

Convenience

Sustainability

75%

60%

53%

55%

41%

85%

81%

70%

61%

39%

WomenMen

How much of an impact do the following have on your decision to buy foods and beverages?

Net rated 4-5 out of 5

Taste, price, and healthfulness influence Millennial women more than Millennial men.

Men (n=139), Women (n=160)Arrows indicate significant (.95 level) differences vs. subgroups.

Sustainability


Nearly 40% of Millennials believe a sustainable diet means eating balanced, nutritious meals.

Represent a balanced, nutri-tious meal

Are affordable and readily available

Are locally produced

Have a smaller impact on the environment

Are produced in a socially responsible way

Are organic

Create less food waste

37%

27%

21%

20%

20%

20%

20%

A sustainable diet means that the foods you eat… (Please select up to 3.)

Have a smaller carbon footprint

Are produced using less pesticides

Have a longer shelf-life

Are produced without using genetic engineering

Use fewer natural resources in production

Are produced using genetic engineering

Other

16%

15%

14%

14%

9%

2%

3%

n=299Arrows indicate significant (.95 level) differences vs. general population.

Groups more likely to select:

Parents

Ages 18-29, Less than college

Income $75k+

Ages 26-29, College grads

College grads, Income $35k-$74k


College grads, Income $75k+

Ages 30-34, Income <$35k

Less than college

Less than college

No spouse/partner

Less than college, White(13%) (8%)

Sustainability



Minority

Lower BMI, Income $75k+

Minority, Income $35k+

Income $75k+

Higher BMI, Has spouse/partner, Income $35k+

Income $35k-$74k

White, Income <$35k

11

Which of the following, if any, do you do on a regular basis (that is, most times when you shop for food and beverages)?

Buy foods because they are advertised on the label as… (Check all that apply.)

n=299Arrows indicate significant (.95 level) differences vs. general population

“Natural” or “organic” food labels influence Millennial purchasing choices.

Natural

Organic

No added hormones or steroids

Raised without antibiotics

Locally sourced

Sustainably sourced

None of the above

47%

38%

33%

25%

21%

16%

30%

(40%)

(30%)

(10%)

(37%)

Sustainability

12International Food Information Council FoundationFood and Health Survey 2015

Income drives Millennial purchasing of certain labeled foods.

<$35K (n=69), $35K-$74K (n=113), $75K+ (n=79)Arrows indicate significant (.95 level) differences between subgroups.

Which of the following, if any, do you do on a regular basis (that is, most times when you shop for food and beverages)?

Buy foods because they are advertised on the label as… (Check all that apply.)

Natural

Organic

No added hormones or steroids

Raised without antibiotics

Locally sourced

Sustainably sourced

None of the above

48%

27%

16%

13%

9%

8%

42%

40%

39%

42%

25%

24%

22%

25%

54%

48%

34%

40%

33%

17%

21%

$75K+$35K-$74K<$35K

Household Income:

What are Millennials’ thoughts on money, time, and the future?

International Food Information Council Foundation 13

Health and Diet


Save, invest, pay off debtPay for household expenses or home

repairsShop (for anything other than groceries)

Spend more money on groceries

Spend more on travel

Spend more on entertainmentPut towards a gym membership or athletic

activitiesSpend more on dining out

Donate money to a charity or church

66%

24%

22%

20%

20%

19%

15%

9%

8%

Groups more likely to select:College gradsParents, Has spouse/partner, Income <$35kAges 18-25, Ages 30-34, No spouse/partner

Income $35k-$74k

College grads, No kids, Income $75k+

White, No spouse/partner

Lower BMI

14

If you had an extra $100 to spend every month, what would you likely do with that money? (Please select up to 3 options.)


If given extra money, Millennials would spend it on groceries, entertainment, or fitness.

(13%)

(13%)

(9%)

Health and Diet


Millennials are equally divided when asked to choose between losing money or gaining weight.

To what extent do you agree or disagree with the following statement?

“I would rather lose $1,000 than gain 20 pounds.”

Strongly agree

Somewhat agree

Somewhat disagree

Strongly disagree

Not sure

24% 25%22% 23%

7%

2015 n=299Arrows indicate significant (.95 level) differences vs. general population.

Groups more likely to rather lose the money vs. gain the weight:• College grads• Income $35k+• Women

48%STRONGLY/

SOMEWHAT AGREE

(56%)

Health and Diet


ExercisingRelaxing/Sleeping

Spending time/socializing with friends and familyUsing electronic devices

Practicing a hobbyOther household chores/tasks

Watching TVReading

Cooking or bakingKeep better track of your exercise/health/diet

WorkingGrocery shopping

Volunteering for a charity/Church activitiesShopping (for anything besides groceries)

40%33%

30%23%

21%18%18%17%

15%14%

10%5%4%4%

If you suddenly had an extra 4 hours every week, how would you likely spend that time? (Please select up to 3 options.)

Millennials would use spare time exercising, relaxing, or socializing, and more Millennials would spend time on electronic devices.

Groups more likely to select:College grads, Income $35k-$74k, WomenAges 18-25, No spouse/partnerParents, Income $75k+Men, Less than collegeOpen to experiencesParents, Has spouse/partnerMen, Less open to experiences, No spouse/partnerAges 18-25, Lower BMIAges 26-29, College grads

Less open to experiences, No spouse/partner, Income $35k-$74k

Income $35k-$74kn=299Arrows indicate significant (.95 level) differences vs. general population.

(17%)

(7%)

Health and Diet


Exercising

Using electronic devices

Watching TV

Cooking or baking

Keep better track of your exercise/health/diet

Grocery shopping

33%

31%

23%

13%

15%

4%

47%

14%

12%

18%

14%

7%

Women

If you suddenly had an extra 4 hours every week, how would you likely spend that time? (Please select up to 3 options.)

Given additional free time, Millennial men would use it to watch TV, while Millennial women would hit the gym.


Health and Diet


2015 n=299; If made resolution n=133 Arrows indicate significant (.95 level) differences vs. general population.

Change to both diet and exercise

A new exercise routine or exercise goals

Changes to your diet or the food you eat

Neither diet nor exercise

69%

11%

8%

12%

Did your 2015 New Year’s Resolution include:

Yes, strictly following

Yes, somewhat following

No

30%

61%

9%

Are you still following your 2015 New Year’s Resolution?

Millennials are more likely to have made a New Year’s resolution involving changes to diet and exercise.

46%MADE A NEW

YEAR’S RESOLUTION

FOR 2015

(29%)

Health and Diet


If you time-traveled 30 years into the future and found that the following had been invented, how excited would you be to try…?

2015 n=299Arrows indicate significant (.95 level) differences vs. general population.

Millennials are excited about future nutrition innovation and inventions that can make custom, nutritious and fast meals.

Groups more likely to be excited:

Open to experiences, Age 18-25, Income <$35kAn appliance that can turn raw ingredients into any

meal

Food that has customizable nutritional value/calories

A 3D printer that can make any food you want from scratch

55%

49%

53%

34%

34%

27%

89%

83%

79%

Somewhat excited Not too excited

(43%)

(40%)

(39%) (69%)

(80%)

What are Millennials’ perspectives on cooking

and health?


Health and Diet


Zero

Some, but less than 15 minutes

15 minutes to less than 30 minutes


45 minutes to less than an hour

An hour or more

8%

9%

25%

33%

12%

13%

How much time do you personally spend cooking or preparing dinner on the average weekday?

n=299

Nearly 6 in 10 millennials spend 15-45 minutes making dinner.

17%LESS THAN 15

MINUTES

58%15-44 MINUTES

25%45+ MINUTES


Men, No spouse/partner

No spouse/partner

White

Ages 26-29, Minority, Has spouse/partner,Income $75k+

Minority, Open to experiences

(19%)

(52%)

(29%)

Health and Diet


Zero

Some, but less than 15 minutes



45 minutes to less than an hour

An hour or more

9%

12%

26%

40%

7%

7%

7%

6%

23%

25%

18%

20%

MinorityWhite

Minority Millennials are twice as likely to spend >45 minutes preparing dinner.

White (n=189), Minority (n=110)Arrows indicate significant (.95 level) differences vs. subgroups.

How much time do you personally spend cooking or preparing dinner on the average weekday?

Health and Diet


How important is it to you to be able to customize (or personalize) your food at restaurants?

Millennials want to customize their food at restaurants.

2015 n=299, Arrows indicate significant (.95 level) differences vs. general population.

27%

42%

19%

6%3% 2%

69%WANT TO CUSTOMIZE

FOODWho is more likely to see it

as important?• Women

Health and Diet


Net: DoingGroups more likely to be doing:

82% Women, College grads, Minority, Open to experiences

64%College grads, Has spouse/partner, Income $35k+

67%Women, College grads, Minority, Has spouse/partner, Income $35k-$75k

70%Women, College grads, Parents, Higher BMI, Has spouse/partner

69%Women, College grads, Open to experiences, Has spouse/partner

54% Age 18-25, Women, Minority, Has spouse/partner

54% Minority, Has spouse/partner

59%Women, College grads, Minority, Parents, Has spouse/partner

56%College grads, Has spouse/partner, Income $35k+

54% Minority, Parents, Higher BMI, Has spouse/partner

Cut back on full fat dairy and replace with a low- or no-fat alternative

Cut back on foods higher in salt

Compare sodium in foods like soup, bread, and frozen meals, and choose the

foods with lower numbers

Cut calories by drinking water, low and no calorie beverages

Consume smaller portions

21%

25%

25%

26%

26%

28%

30%

33%

34%

35%

33%

31%

34%

28%

28%

41%

40%

34%

30%

47%

35%

34%

31%

33%

37%

23%

23%

23%

27%

11%

11%

10%

10%

13%

9%

8%

7%

10%

9%

7%

Began in Past Year Doing for More Than a Year Not Currently Doing

24

Over the past year, which of the following, if any, have you made an effort to do?

Fewer Millennials are adopting healthful habits such as eating smaller portions and cutting back on sugars and calories.

2015 n=299; Arrows indicate significant (.95 level) differences vs. general population.

(37%)

(43%)

(50%)

(36%)

(38%)

(43%)

(76%)

(61%)

Health and Diet


Changing the types of food eatenMaking sure I get enough physical activity

Eating smaller meals or snacksChanging how often I eat throughout the day

Controlling higher calorie food and beveragesWeighing myself on a regular basis

Keeping track of caloriesSupport of family/friendsHaving a workout buddy

Using a digital trackerWorking with a personal trainer

Workplace wellness programs/incentivesParticipating in a weight loss program

Working with a health professionalNone of the above

49%49%

33%24%

22%19%

17%16%16%

8%7%7%6%5%

9%

Which of the following would contribute/has contributed the most to your success in maintaining/losing weight? (Select up to 4 options.)

Types of food and physical activity are important for weight, yet fewer Millennials are watching portion sizes or higher calorie foods/beverages.

Groups more likely to select:Women, Open to experiencesWomen, Open to experiences, Income $35k-$74kWomen, Open to experiences

College grads, Income $75k+Ages 30-34, MenCollege grads

Ages 18-25, Women

Income <$35kParentsLess than college, Less open to experiences, No spouse/partner


(41%)

(30%)

(10%)

Health and Diet


Lack of time

Cost of food, weight loss programs, or gym memberships

Lack of energy

Feeling hungry all the time

Get bored

Lack of knowledge

Dislike of physical activity

None/Nothing

45%35%

33%30%30%

27%24%

22%19%

15%11%

9%8%

3%2%

In an effort to lose/maintain weight, which of the following prevents you from staying on track? (Select up to 4 options.)

If trying to lose or maintain weight (Split Sample B) n=121 Arrows indicate significant (.95 level) differences vs. general population.

Lack of time, stress and work are major barriers to losing or maintaining weight for Millennials.

Groups more likely to select:Less than college, Minority, Income $35k-$74k

Less than college, Income <$35kCollege gradsIncome $35k-$74k

Ages 18-25Open to experiencesNo spouse/partner, Income <$35kAges 30-34, Parents

Women, Less than college, Income $35k-$74k

(31%)

(10%)

Health and Diet


Family/friends support

An app or other means to track daily food/beverage intake

Weight loss plan

Medical professional

Online support group, blog, or other online community

Registered Dietitian

Other

I have not used any resources to help improve the healthfulness of my diet

45%

36%

24%

17%

12%

6%

3%

29%


Open to experiences, Higher BMI

Women, College grads, Open to experiences, Income $75k+

Women, Parents, Higher BMI

Ages 30-34, Less than college, Has spouse/partner

Minority, Income $75k+

Income $75k+

Women, No kids, Income $35k-$74k

Men, White, Lower BMI, Income <$35k

27

Which of the following, if any, have you used in your efforts to improve the healthfulness of your diet? (Select all that apply.)

Millennials are turning to family/friends, apps or online communities to improve their diets.


(32%)

(22%)

(6%)

Health and Diet


Millennials trust a variety of sources for accurate nutrition information, especially HCPs, friends and family, and bloggers.

28

Your personal healthcare professional

A friend or family member

Health, food and nutrition bloggers

US government agencies

A food expert on TV

Farmer

Food company or manufacturer

68%

41%

33%

28%

27%

19%

8%

Which one of these sources would you trust the most to provide accurate information about the types of food you should be eating? (Please select up to 3.)


Parents

Ages 18-25, Men, No kids

Minority

Menn=299Arrows indicate significant (.95 level) differences vs. general population.

(34%)

(24%)

What do Millennials think about nutrients?


Health and Diet


What source of calories are the most likely to cause weight gain?

Only 20% of Millennials believe that all sources of calories influence weight gain equally.

26%

22%

17%

3%

20%

13%Sugars

Carbs

Fats

Protein

All sources are the same

Not sure


Open to experiences

Ages 18-25, Lower BMI

Men, Less open to experiences, Higher BMI

Ages 26-29

Men, Less than college, No kids, No spouse/partner, Income <$35k


(27%)

Dietary Components


Net: Agree

Groups more likely to agree:

87%Women, College grads, Has spouse/partner, Income $35k+

84%Women, College grads, Parents, Higher BMI, Income $75k+

80% Women, Has spouse/partner

80% Has spouse/partner

73% College grads, Income $75k+

72% Women

64% College grads, Income $75k+

52%

To what extent do you agree or disagree with the following statements about protein?

Most Millennials recognize the importance of protein in their diets and its benefits for heart and muscle health.

n=299; Percentages under 3% are not labeled.

It is important to get enough protein in the diet

Protein can help maintain muscle during aging

Distributing your intake throughout the day in meals and snacks is the best way

to consume protein

High protein diets can help with weight loss

58%

50%

44%

45%

32%

38%

26%

12%

28%

34%

37%

34%

41%

34%

38%

39%

10%

11%

14%

14%

20%

18%

24%

19%

3%

4%

4%

5%

9%

9%

22%

3%

7%

Agree strongly Agree somewhat Disagree somewhat Disagree strongly

Dietary Components


It is important to get enough protein in the diet

Protein can be part of a heart healthy diet

Protein can help maintain muscle during aging

Protein can enhance recovery from exercise

Distributing your intake throughout the day in meals and snacks is the best way to consume protein

Protein helps people feel full

High protein diets can help with weight loss

Packaged foods can be healthful sources of protein

99%

92%

83%

87%

85%

76%

77%

53%

83%

82%

80%

77%

70%

70%

60%

51%

Less than col-legeCollege grad

College grads are more likely to recognize the benefits of eating more protein.

College grad (n=91), Less than college (n=208)Arrows indicate significant (.95 level) differences vs. subgroups.

To what extent do you agree or disagree with the following statements about protein?Net Agree

Dietary Components


Foods with protein are sometimes more ex-pensive

I already get enough protein

Foods with protein spoil if not used quickly

Higher protein foods often have a lot of unhealthful components

I don’t know which foods contain protein

It takes too much time to prepare foods with protein

37%

34%

21%

20%

19%

19%

40%

42%

50%

48%

61%

57%

23%

23%

28%

32%

20%

23%

Yes, this is a reason No, this is not a reason Not sure Groups more likely to select “Yes”:

Women, Higher BMI

Income $35k+

Ages 18-25, No spouse/partner

Ages 18-29, No spouse/partner

33

Which of the following are reasons why you do not consume more protein than you do now?

Millennials perceive cost to be the biggest barrier to protein consumption.


(15%)

(14%)

Dietary Components


Groups more likely to select:Women, College grads, Open to experiences

Women

Ages 18-25, Women

Women, College grads, Open to experiences

Women

Ages 18-25, Women

College grads, Open to experiences

34

Do you believe that consuming higher amounts of protein is especially beneficial for any of the following groups? (Percent “Yes”)

n=299

AthletesActive men and women ages 21-

45Active teenagers

Active people aged 65 or older

Pregnant women

Children under 12Sedentary men and women ages

21-45Sedentary teenagers

Sedentary people aged 65 or older

79%

72%

67%

59%

53%

48%

43%

40%

35%

Most Millennials believe that athletes and active people should eat higher amounts of protein.

Dietary Components


Athletes

Active men and women ages 21-45

Active teenagers

Active people aged 65 or older

Pregnant women

Children under 12

Sedentary men and women ages 21-45

Sedentary teenagers

Sedentary people aged 65 or older

72%

64%

57%

51%

39%

45%

42%

34%

32%

85%

81%

78%

68%

66%

50%

45%

47%

38%

Women

Women Millennials are more likely to think that protein is beneficial for specific groups.


Do you believe that consuming higher amounts of protein is especially beneficial for any of the following groups? (Percent “Yes”)

Dietary Components


How would you rate the healthfulness of each of the following types of fat?

Millennials realize the healthfulness of omega fatty acids, but don’t fully understand the differences between different types of fats.

n=299; Percentages under 3% are not labeled

Omega 3Omega 6Omega 9

UnsaturatedMonounsaturated

PolyunsaturatedTotal fat

TransSaturated

Interesterified oilHydrogenated oil

Partially hydrogenated oil

32%

21%

19%

8%

4%

5%

3%

4%

3%

3%

32%

26%

24%

22%

13%

12%

14%

8%

6%

6%

5%

4%

8%

10%

9%

20%

16%

16%

25%

13%

16%

14%

18%

17%

3%

3%

5%

11%

15%

14%

22%

23%

30%

10%

19%

18%

24%

39%

42%

32%

43%

42%

27%

23%

27%

63%

40%

40%

7%

9%

11%

11%

29%

17%

5%

16%

18%

Extremely healthful Somewhat healthful Neither healthful nor unhealthful Not very healthfulNet: Healthful

Groups more likely to see as healthful:

64% Ages 26-29, Women, College grads, Has spouse/partner

47% Women, Higher BMI43% Women30% College grads

17% College grads

17% College grads

16% Income $35k-$74k

11% Less than college, Minority, Income <$35k

10%8% Minority, Less open to experiences8%7%

Dietary Components


Yes34%

No66%

If yes

Thinking about the last year, has your opinion changed about the healthfulness of

eating saturated fat?

n=299; If opinion changed=90

I believe eating saturated fat is more healthful to eat than I used to

I believe eating saturated fat is less healthful to eat than I used to

29%

71%

Please indicate how your opinion about the healthfulness of eating saturated fat has

changed.

1 in 3 Millennials have recently changed their view on the healthfulness of saturated fat with the majority of those believing it to be less healthful.

Groups more likely to say yes:• Minority

Groups more likely to view as more healthful:• Men• Less open to experiences

SUBGROUP DIFFERENCES


Dietary Components


Net: HealthfulGroups more likely to see as healthful:

69% Ages 26-29, Women, Open to experiences, Income $35k-$74k

67% Women, Open to experiences

63% Ages 26-29, Women, Has spouse/partner

44% Ages 26-29

42% Higher BMI

33% Ages 18-25

30%

25% Men

21% Higher BMI

Fish oil

Olive

Coconut

Sunflower

Soybean

Cocoa butter

Canola

Corn

Palm

34%

29%

32%

16%

14%

10%

5%

6%

7%

35%

37%

31%

29%

28%

23%

25%

20%

14%

11%

16%

14%

23%

20%

24%

25%

26%

24%

16%

13%

19%

26%

26%

35%

21%

24%

43%

3%

5%

6%

4%

17%

19%

7%

5%

4%

7%

6%

4%

Extremely healthful Somewhat healthful Neither healthful nor unhealthful Not very healthful

38

How would you rate the healthfulness of each of the following types of oil?

n=299; Percentages under 3% are not labeled Arrows indicate significant (.95 level) differences vs. general population.

Millennials rate fish oil as most healthful and are less likely to rate certain oils (olive, sunflower, canola and corn) as healthful.

(79%)

(56%)

(49%)

(32%)

Dietary Components


Yes31%

No69%

If yes

Thinking about the last year, has your opinion changed about the healthfulness of

eating carbohydrates?

n=299; If opinion changed=90

I believe eating carbohydrates is more healthful to eat than I used to

I believe eating carbohydrates is less healthful to eat than I used to

41%

59%

Please indicate how your opinion about the healthfulness of eating carbohydrates has

changed.

3 in 10 Millennials have shifted their viewpoint on carbs, with more believing that carbs are less healthful than once thought.

Groups more likely to say yes:• Ages 18-25• Minority• Higher BMI

Groups more likely to view as more healthful:• Ages 18-25• Minority



Dietary Components


Net: ConcernedGroups more likely to be concerned

64%Women, Open to experiences, Has spouse/partner, Income $75k+

60%Women, Open to experiences, Has spouse/partner, Income $75k+

49%Women, Open to experiences, Higher BMI, Income $75k+

49%Women, Has spouse/partner, Income $75k+

Amount of sugar you consume

Type of sugar you consume

Amount of carbohydrates you consume

Type of carbohydrates you consume

31%

26%

18%

17%

33%

34%

31%

32%

19%

23%

28%

30%

7%

8%

13%

12%

9%

9%

10%

8%

Extremely concerned Somewhat concerned Neither concerned nor unconcerned Not very concernedNot at all concerned

40

How concerned are you, if at all, with the…

n=299

Millennials are more concerned about the type and amount of sugars they consume than type and amount of carbohydrates.

Dietary Components






49%

47%

41%

36%

79%

72%

58%

63%

Women Men

Millennial women and those with higher incomes are more concerned with the type and amount of sugars and carbohydrates they consume.

Men (n=139), Women (n=160)<$35K (n=69), $35K-$74K (n=113), $75K+ (n=79)Arrows indicate significant (.95 level) differences vs. subgroups.

How concerned are you, if at all, with the…(Percent Concerned)





55%

50%

45%

38%

67%

62%

46%

51%

72%

71%

65%

63%

$75K+ $35K-$74K <$35KHousehold Income:

Dietary Components


Groups more likely to select “True”



College grads

College grads

Moderate amounts of sugars can be part of an overall healthful diet

Sugars that are naturally found in foods and beverages are more healthful than other sugars

People with diabetes can include some foods with sugars as part of their total diet

It is not necessary to completely eliminate sugars from your diet in order to lose weight

68%

66%

50%

45%

13%

11%

20%

35%

20%

23%

30%

21%

True False

42

As far as you know, which of the following statements, if any, are true?

Millennials believe moderate sugars intake can be part of a healthful diet and that naturally-occurring sugars are more healthful than other sugars.

Indicates true statementn=299Arrows indicate significant (.95 level) differences vs. general population.

Dietary Components


Moderate amounts of sugars can be part of an overall healthful diet

Sugars that are naturally found in foods and beverages are more healthful than other sugars

People with diabetes can include some foods with sugars as part of their total diet

It is not necessary to completely eliminate sugars from your diet in order to lose weight

83%

77%

65%

57%

63%

62%

46%

41%

Less than col-legeCollege grad

43

Indicates true statement

College grads are more likely to think that all of these statements regarding sugars are true.

College grad (n=91), Less than college (n=208)Arrows indicate significant (.95 level) differences vs. subgroups.

As far as you know, which of the following statements, if any, are true?(Percent True)

Dietary Components


56%52%51%

43%26%

24%22%

18%14%

11%10%9%9%9%8%8%8%7%7%6%6%

5%4%

6%5%6%

10%7%

37%36%

20%9%

39%15%

47%9%

53%21%

37%23%

41%34%

44

What are Millennials avoiding and/or consuming?

n=299, Arrows indicate significant (.95 level) differences vs. general population.

To what extent do you try to consume or avoid the following?% Try to limit or avoid entirely

% Try to get a certain amount or as much as possible

1 Protein Ages 26-29, Women, Open to exp., Income $35k-$74kMen Fiber Women, College grads, Open to exp., Income $35k+

Whole grains Women, College grads, Open to exp.Income <$35k Calcium Women, College grads, Open to exp.Parents Potassium College grads, Open to exp.Men Omega-3 fats Women, Has spouse/partnerMinority, Less open to exp. Probiotics Ages 26-34, Women, College grads, Open to exp., Has spouse/partner, Income $75k+

Calories Ages 18-25Parents, Open to exp. Caffeine No kids

Complex carbohydrates Parents, Income $75k+Ages 30-34 Omega-6 fats Women

Fats/oils College gradsAges 30-34, Women, Has spouse/partner SoyWomen, Open to exp. Sodium/salt Less open to exp.

Omega-9 fats WomenWomen, Open to exp., Has spouse/partner, Income $75k+ Sugars in generalAges 30-34, Women, Has spouse/partner Stevia Ages 18-25, Minority

Women, College grads, Has spouse/partner, Income $75k+ Low-calorie sweeteners in general Income $75k+

Income $35k-$74k Mono- and poly-unsaturated fats College grads

Minority, Has spouse/partner CholesterolWomen, College grads, Has spouse/partner, Income $75k+ Preservatives

(47%) (13%)

(30%)

Kris Sollid

I've got faded bars to plug in from the Fats media briefing slides.

Dietary Components


26%19%

41%3%

9%40%

52%19%

29%28%

44%24%

29%20%

12%34%

19%19%

9%8%

6%5%5%5%4%4%4%4%4%4%3%3%3%2%2%1%1%1%1%1%

45

What are Millennials avoiding and/or consuming?

To what extent do you try to consume or avoid the following?% Try to limit or avoid entirely

% Try to get a certain amount or as much as possible

Women, College grads, Has spouse/partner Refined carbohydrates Income $75k+Income $75k+ Gluten Ages 18-25Women, No kids Trans fatsHigher BMI Monk fruit Minority, Lower BMIMinority, Income $75k+ Flavonoids Ages 18-25Women Saturated fatsWomen, Has spouse/partner, Income $35k-$74k Added sugarsWomen LactoseWomen Glucose Ages 30-34Women, Open to exp., Income $35k-$74k Fructose Open to exp.Women, College grads, Open to exp., Income $35k-$74k High fructose corn syrup Ages 18-25Women, College grads, Income $35k+ SucroseCollege grads, Income $75k+ Monosodium glutamate

(MSG) Income $35k-$74k

Women, Parents Food colors Ages 18-25Acesulfame potassium

Ages 30-34, Women, College grads, Has spouse/partner AspartameWomen SaccharinAges 30-34, Women, College grads, Has spouse/partner Sucralose

Steviol glycosidesWomen Erythritol

n=299, Arrows indicate significant (.95 level) differences vs. general population.

(49%)


Respondent Profile



Age (n=299) Gender (n=299)18 to 25 years old 26% Male 50%26 to 29 years old 27 Female 5030 to 34 years old 47Education Children Under 18 in HouseholdLess than high school 6% 0 to 2 years old 17%Graduated high school 35 3 to 6 years old 20Some college (no degree) 24 7 to 12 years old 21Associates degree or technical or vocational school 12 13 to 17 years old 9

Bachelor’s degree 17 There are no children under 18 in my household 52

Graduate/Professional work or degree 6 Prefer not to say 1Race/Ethnicity Marital StatusWhite (Non-Hispanic) 56% Single 46%Hispanic/Latino/Spanish descent 23 Married 37Black or African American 14 Living with partner

14Asian or Pacific Islander 8 Divorced 2American Indian or Alaskan Native 4 Prefer not to say 1Native Hawaiian --Other 1


Respondent Profile

48International Food Information Council FoundationFood and Health Survey 2015International Food Information Council FoundationFood and Health Survey 2015

Pregnant within past 12 months (n=160) Medical Conditions (n=299)Yes 14% Stress/anxiety/depression 13%No 86 Overweight/obesity 7Region (n=299) ADHD 6Northeast 18% High blood pressure 5Midwest 21 High cholesterol 5South 37 Diabetes 3West 24 Heart disease 1Household Income Cancer 1Less than $35,000 25% Stroke <0.5$35,000 to less than $50,000 20 None of the above 70$50,000 to less than $75,000 18$75,000 to less than $100,000 13 BMI score$100,000 to less than $150,000 8 Normal or low 41%$150,000 or more 3 Overweight 23Don’t know 3 Obese 33Prefer not to answer 10 No answer 4

Respondent Profile

Meet the Millennials:

Food

Transcript of Meet the Millennials: