Datassential Dissects Generational Power, Preferences

Restaurants that aren’t yet thinking about millennials just may want to think again.

“As this generation impacts overall consumer spending, it’s important to familiarize yourself with the foods, flavors, and beverages that skew towards millennials today, the diets they’re following (or not following anymore), how integral technology and social media are to their lifestyles, their grocery shopping habits, what they want from foodservice for their kids and more,” says industry analyst Datassential in its newly released 2025 Trends Preview Report.

The majority (43%) of 416 polled operators say they already see this age group as a major target, whereas 22% do not. No matter which camp you may reside in, here are some tidbits worth noting:

• About 44% of millennials have kids, notes Datassential, and nearly half (49%) say they always take their kids with them to eat out at a restaurant.

• Social media is reportedly where 66% of millennials turn for news, beating out TV news (50%), news websites (47%) and more. In turn, Datassential suggests social media is an important avenue for marketing, press releases and recalls.

• Hazy IPA and New England IPA as well as non-alcoholic beer emerged as millennials’ alcoholic preferences, whereas energy drinks, peanut butter shakes and cold brew coffee topped the list of non-alcoholic favorites.

Additionally, the report eyes overall food, flavor and beverage trends for 2025, with pastina, biquinho peppers, chow fun, pikliz and orange wine among the items mentioned. In October, the firm also released its Future of Drink report.