MILLENNIAL COOKING: A FUN CHAT WITH POPPY FROM @LETSMUNCH

An article (about 200 words) for monthly emailed newsletter for KitchenWiz - a company that produces kitchen appliances. Target audience: MILLENNIALS.

We caught up with Poppy, whose TikTok cooking went viral, with over 2 million followers waiting for her easy-to-follow recipes daily. Poppy, what happened to dance crazes?

TikTok has evolved from silly lip-syncs to platform for foodies - it’s more like FoodTok now!

Are your videos for everyone?

Oh, my granny is absolutely shocked watching them… Bless her and other boomers with their heavy frying pans and hours of chopping involved in every dinner! 🙈

So, how do millennials cook?

It’s a revolution! Millennials want meals that are quick, but also fun to make. We love smart gadgets making things easier, faster and more enjoyable - especially in our ugly and not-so-functional rented kitchens! Honestly, I can live without fancy push-to-open drawers, but not without my air fryer! 😜

And how do you buy?

Always on a budget, we spend hours researching online, comparing, and checking reviews before buying anything. We want quality products that are easy to store, use and clean, but also energy-saving and eco-friendly.

Why KitchenWiz, Poppy?

KitchenWiz offers everything millennials need - plus with many 'buy now, pay later' options, these top-notch appliances are within reach for all! 🙌

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Target audience: MILLENNIALS

Demographics:

• Age: 25–40
• Gender: mixed
• Income: ranging from £20,000 to £35,000 annually
• Occupation: retail sector, customer support, receptionists, health and social workers, teachers, entrepreneurs, small creative business owners, bloggers, influencers, graphic designers, programmers, professionals in tech and finance companies
• Education level: mostly university-educated, with a significant portion holding bachelor's or master's degrees
• Location: urban and suburban areas with vibrant food and lifestyle cultures,
  but also quiet countryside if they work from home
• Marital status: mix of single, married and cohabiting individuals, with or without children

Psychographics:

Habits:

• regular users of apps and gadgets simplifying their meal-prepping routines
• shopping mostly online, especially for high-quality, durable and aesthetically pleasing products
• researching products heavily before making any purchase
• relying on reviews and social media influencers’ opinions
• love experimenting with food, trying new recipes and hosting gatherings
• choosing more sustainable and eco-conscious options

Hobbies:

• cooking, baking and food styling for social media
• exploring global cuisines, as well as vegan or vegetarian dishes
• watching food-related YouTube channels or TV programmes

Values:

• high regard for sustainability and eco-conscious products
• loyalty to brands with ethical practices and relatable messaging
• quality over quantity (willing to invest in premium kitchen appliances)
• efficiency (they love energy- and time-saving tools)

Attitudes:

• curious and open-minded (in general, but also about innovative kitchen technology)
• sceptical of exaggerated marketing claims - prefer to see evidence
• appreciate brands that communicate authentically and align with their lifestyle and values

Lifestyle:

• busy (juggling work, social life, personal growth, mental and physical health) but desperately trying to find balance through good organisation, tight schedules, efficiency and time saving tools
• enjoying home-cooked meals, but looking for ways to cut prep time
• health-conscious, with an eye for products supporting nutrition and well-being

Personality traits:

• social media devotee and scroll-a-holic, either as a content creator or constantly looking for inspiration
• if a foodie, then engaging with online cooking communities
• tech-savvy (comfortable in today’s digital world, adapting quickly to evolving technology, and confident in using it effectively to improve productivity)
• creative and enthusiastic about personal expression (even in cooking)
• pragmatic (loves a good deal but won’t compromise on quality)