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Catering to the Cool Moms


Retailers have seen big dollar signs on millennial consumers since they were babies. Now millennials are having babies of their own, and retailers are going above and beyond to cater to these young parents, especially the mothers.

Nearly half of millennial women are now mothers, according to U.S. Census data, and 71 percent of them work outside the home. Retailers and restaurants are scrambling for new ways to meet the needs of these busy, value-minded moms. One example: “Mom’s Valet,” a new service at Chick-fil-A, where parents use the drive-thru for pre-ordering while an employee sets up a table and high chairs inside.

Meanwhile, Starbucks in the United Kingdom provides emergency diaper kits to harried moms, and U.S. Target executives are shadowing millennial moms to better understand their shopping drivers, which include high quality, organic ingredients, digital engagement and convenience.

Findings from the International Dairy-Deli-Bakery Association’s (IDDBA) recent report, “Culinary Concierge: Engaging Millennials Through Meals,” backed by Hartman surveys and research, suggest that quick, easy and convenient meals are a high priority for young working parents. At the same time, better health, high-quality ingredients and value are also important. This group is vigilant about researching purchases and brands online, and they expect online access everywhere.

Grocerant-Ready Ideas:

Kid-friendly offers for mommy bloggers and parenting groups

Bundled grab-and-go snack packs to keep toddlers happy while Mom or Dad grabs groceries

Pre-ordering and curbside service for prepared meals

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