A few years ago they were always the centre of attention, then Gen Z came along and Millennials are talked about a little less.

Our ‘Well-being and Sustainability’ survey reveals some peculiar traits of this segment of the population, which, in the panorama of Purchasing Managers, appears to be the somewhat less ‘prepared’ subset, but which, precisely for this reason, requires special attention from companies, since they can take on a role of guidance, training and support for them. Which represents, in our opinion, an opportunity not to be missed (and also a good news).

Millennials are the most educated generation with a good consumption of cultural activities, but ‘only’ 56% are interested in understanding what is behind an advertised product (compared to an adult average of over 60%).

Specifically, certain emphases on eating behaviour appear interesting and offer us a key to some non-trivial reflections:

  • satisfaction with their diet does not stand out – settling at about half that of the Boomers;
  • they are the most vegetarian and vegan generation (as many as 44% frequently consume soya products or vegetable drinks), but at the same time nothing stops them from ‘transgressing’ (33%);
  • 30% appreciate (a lot) ethnic cuisine (twice as much as the population average) and at least half are always inclined to try new products;
  • ‘only’ 48% value the products of their region (where the over-50s are at 70%).

As far as purchasing behaviour is concerned, Millennials today appear to be less affected by the current economic difficulties that have led to a rethinking of consumer choices and ‘strategies’ for other segments of the population: the Millenials shopping trolley appears less varied than in the past, they have become less aware of price increases, they are less attentive to assessing the quality-price ratio of food, they make fewer distinctions between brands, they are less sensitive to the convenience of the retailer’s brand and the quality/guarantee of the big brand.

Focusing on Millennials today offers the opportunity to operate in a sort of laboratory, to analyse that change of perspective that is already manifesting itself in a more significant way in the following generations.

In relation to food, today’s Millennials, tomorrow’s Generation Z, need more education and literacy: because everything seems to be more liquid, in the sense that the criteria of the ‘older’ generations are rapidly changing, novelty and experimentation are always important, and ‘strong’ reference points – the big brand, tradition, the Italian character… – are missing.

This creates a significant intervention space for companies. This is why it is important to ‘measure up’ to future Purchasing Managers who have different characteristics from the current ones: how to intercept them? How to talk to them? With which specific levers?


Well-being Pills is an optimism stimulator. It is used in the treatment of widespread negativity and contemporary anxieties. It contains opinions, peculiarities, confidence-inducing quirks, all rigorously extracted from Eumetra’s proprietary surveys. No contraindications or side effects are reported. The recommended dose is 1 pill per week. It is preferable to take the product on a full stomach, to combine its effects with those of a good lunch.