Fresh products and take-out options have strong appeal among Millennials, signaling significant growth opportunities for the dairy, bakery, and deli sections in supermarkets

This is a promising opportunity for foreign companies to leverage the quality of specialty food products, given Millennials' focus on genuine and fresh ingredients

Capturing the attention and loyalty of Millennials, the latest generation of food consumers in America, is a tough challenge for U.S. supermarkets. Millennials, typically aged 20 to 29, favor fresh foods with authentic ingredients and high-quality take-out, according to a study by the PLMA (Private Label Manufacturers Association).

As young explorers conscious of price and ingredient quality, Millennials make up the majority of specialty food consumers in the United States. This specialty food industry generates sales worth $120 billion annually, with over $90 billion coming from supermarkets, retail chains, specialty food stores, and a growing share from online sales, as reported by the PLMA in 2015.

PLMA's research found that 57% of Millennials purchase fresh fruit or snacks, 35% opt for fresh bakery items, 30% prefer ready-to-eat fresh dishes, and another 30% choose salads and rotisserie options. This explains why the dairy, bakery, and deli departments in American supermarkets are projected to grow the most, offering significant market opportunities.

The market research also noted a high loyalty rate among Millennials toward their preferred supermarkets: 9 out of 10 shop at just one or two stores. This suggests the need for long-term strategies to penetrate the U.S. market, aligned with consumer behavior.

When entering the American specialty food market, focusing on organic and GMO-free products can be a key advantage. Italian companies often naturally align with these values. Products certified as organic in Italy can be marketed in the U.S. with the "organic" label, setting them apart from competitors—especially for today's quality-conscious generation. Since the U.S. has more permissive GMO regulations, advertising a product as GMO-free becomes an important differentiator.

Similarly, the "All Natural" claim resonates strongly with American Millennials. They seem to prioritize "All Natural" even more than labels like "Organic" and "No GMOs."

In summary, America is embracing Mediterranean diet values: freshness, authenticity, non-GMO, organic, minimal preservatives, fewer artificial colors, and no added artificial ingredients.

Italian food exporters are uniquely positioned to capitalize on these emerging consumer trends and preferences in America. To tap into the Millennial market boom, it's essential to develop a strong marketing and communication strategy, ensure products meet market standards, and invest in commercial preparation in the U.S.