Millennial men hold untapped marketing potential

04/25/2014 09:45:00 AM
Garland Perkins

Additionally, they typically shop with a purpose, so fulfilling specific needs with produce items can increase sales.

For example, guys’ enthusiasm for grilling is nothing new. By highlighting the ease of incorporating fruits and vegetables with creative point-of-sale material placed with traditional grilling items, they’re more likely to purchase fresh items.

This, along with full menu ideas and simple preparation techniques, may provide ideas for grilling combinations they might not have thought of otherwise.

Promoting attributes that are attractive to Gen Y men, such as having a high amount of protein or a pronounced flavor, might introduce them to new items such as artichokes or cauliflower.

Much potential also lies in their tendency to go digital. Compared to the average adult, millennial males are much more likely to own a smartphone and consume a notable amount of entertainment through these devices. Digital signs with tips for properly selecting produce or downloadable coupons for smartphones are efficient ways to entice and educate.

Millennial men are adventurous when cooking and novices when it comes to shopping for food. It’s about time they were targeted with information that’s compelling and applicable to their lifestyles.

Garland Perkins writes a monthly column on the produce industry from the millennial perspective. She works in sales and marketing for The Oppenheimer Group in its Los Angeles office.

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