Millennials… just when we think we have them figured out, we discover that they still preserve some traits from previous generations.

Turns out that despite all the self-obsessed, me-generation stereotypes, “parenthood is an important, if not the most important, aspiration for the majority of them.”   And because of this, there is an ever-emerging segment among the Gen Y target audience, which have been coined the Millennial Moms –representing 46% of total women in their age group.

And while there are many attributes that make the millennial mom unique from a Gen X mom what we found most interesting is their intense desire to feed themselves and their family as healthy as possible. In fact, it has been reported that 6 out of 10 Millennials report eating healthier than their parents.

And when they are on the brink of becoming parents themselves, this becomes even more true. From the moment they realize they are pregnant, most millennial moms start to think about everything they eat and how it might affect themselves and their children. This trend continues into parenthood and intensifies as their child begins to eat “real food”.

What’s even more interesting is the priority for eating healthy transcends economic levels. A Millennial mom with more a disposable income tends to get more organic or natural foods- that tend to be more expensive.

However, lower income millennial moms don’t let this stop them because it is such a priority for them.   So, they have found other ways to be healthy without breaking the bank. They tend to make sacrifices just to make sure they can feed their families the healthier alternatives.

One easy way they accomplish this is by simply cooking at home. They seek out the healthiest recipes and recreate them on their budget. They know that by cooking at home they can have full control of what they are feeding their children.

So knowing how important these millennial moms are and how important it is to speak to them, the below highlight a few key points to remember when talking about food.

  • Millennial Moms on average spend 17.4 hours on social sites which is 4 hours more on average than any other ‘mother’ group
  • 7 out of 10 of Millennial Moms are watching food videos weekly
    • 68% purchase food products featured in videos they watch
    • And 9 out 10 are open to watching branded content
  • 35% of food and beverage product page views are accessed from a mobile device and 40% report using a smartphone while shopping in stores