News

A Brand Millennials Love as Much as Apple: Trader Joe's

New research from CultureQ, branding consultancy Onesixtyfourth LLC’s ongoing research initiative to monitor sentiment and cultural shifts among Millennials in the U.S. and the UK, finds surprising brand strength among urban Millennials for Trader Joe’s, the quirky specialty retailer, on a par with big-name brands like Apple, Ford, and Nike and social media giants like Facebook and Twitter.

"Looking at the Q2 data of our CultureQ research, it’s interesting that Trader Joe’s has cultivated an eclectic, cult-like following among Millennials, particularly those that we have identified as trend setters and early adopters," says Anne Bahr Thompson, Founding Partner of Onesixtyfourth. "It seems they love everything about Trader Joe’s — or TJ’s, as many call it — from its products to its employees to its kitschy store design. The result is an intimate connection with the brand."

Qualitatively, CultureQ data shows that many Millennials are drawn to the humor and casualness of the brand: the Hawaiian staff shirts, the quirky product names, and the easy-go ing yet efficient way staff relate to customers. They also love the brand’s natural and organic offerings. All of this crafts a brand position for TJ’s as a neighborhood staple, especially for young urbanites. Interestingly, rather than devalue the brand, the fact that it is a national chain brings Millennials a sense of security. Overall, Trader Joe’s formula is one trend setters and early adopters can easily relate to.

The first Trader Joe’s opened in 1967, and has expanded into a small grocery store empire of over 350 stores in some 31 states. And all the while, Trader Joe’s has retained its quirky vibe and "neighborhood feel despite being a chain," as one CultureQ participant reflects.

"Despite its 45-year history, Trader Joe’s appears to have a unique and admirable appeal with many Millennials, and our early adopter participants who offered insights on the grocer largely perceive the chain as catering to their own generation," says Thompson. "Trader Joe’s feels like it’s theirs. Its food offerings are inexpensive, interesting and delicious, and most importantly, the brand is hip and cool in that elusive offbeat and alternative way."

Did you enjoy this article? Click here to subscribe to BRAND PACKAGING Magazine. 

You must login or register in order to post a comment.

Multimedia

Videos

Image Galleries

10th Annual Packaging That Sells Conference, Chicago, October 2012

Posted Date: October 29, 2013

BRANDPACKAGING’s packaging conference returned for a tenth year with a focus on a single message: Make It Matter.

2/24/15 2:00 pm EST

Packaging Matters™ — Packaging Satisfaction: Why it’s on the Rise, and How to Continue the Momentum

Packaging Matters™ is MWV’s annual study of the role of packaging in product satisfaction. We study packaging because it matters to brand owners, retailers and consumers around the world. This year’s research focuses on Brazil, China, France, Germany and the U.S. In the third year of the study, we will share global trends associated with packaging satisfaction, product safety, and the effect packaging has on consumers when shopping in-store and online.

Brand Packaging Magazine

bp feb cover 2015

Jan/Feb 2015

The January/February 2015 issue examines the New Age of Package Printing. You can also read the issue at the Digital Editions.

Table Of Contents Subscribe

THE BRAND PACKAGING STORE

BP_DGCover2014.gif
BRANDPACKAGING Design Gallery Volume 12

Design Gallery is a design annual with a global perspective on the best consumer packaging turned out in 2014.

More Products

STAY CONNECTED

facebook_40.png twitter_40px.png  youtube_40px.pnglinkedin_40px.pnggoogle plus  

Consumer Insight

Interesting tidbits on specific demographics and consumer packaged goods in expanded infographic form as well as articles on new industry research and trends.

consumer insight