For years, analysts have been attempting to decipher the consumer behavior of millennials, and their efforts are well justified. According to demographic forecasts by the U.S. Census Bureau, millennials are projected to outnumber baby boomers as the largest living adult generation by next year. Food marketers find millennials particularly challenging to understand. They appreciate a wide variety of cuisines, are not particularly brand-loyal, are increasingly health-conscious and adventurous, and are often busy—especially now that many have entered parenthood. As these preferences evolve through parenthood, manufacturers are keen to learn how to cater to the “healthy but busy” lifestyle for generations to come.
As the distinction between children’s food and standard food products becomes less clear, manufacturers are presented with new opportunities. Traditionally, eye-catching packaging featuring bright colors, playful shapes, and even cartoon characters was used to attract kids, but companies are now taking additional measures to stand out on crowded store shelves. Convenient, portable packaging is appealing not just to busy adults but also to messy toddlers. For instance, the squeeze pouch market is projected to reach $1 billion in the coming years. This highlights how product crossover can benefit manufacturers by appealing to multiple generations.
One of the most significant prospects lies in the snacking sector. A recent study by Amplify Snack Brands Inc. and the Center for Generational Kinetics revealed that nearly 69% of millennial moms believe their children recognize that certain snacks are healthier than others, while 55% say their kids are more inclined to choose healthier options. Crossover opportunities include snacks made with real fruits and vegetables, “healthy” cookies featuring ingredients like ancient grains, yogurt, and breakfast and protein bars.
While some brands adopt a “one-healthy-snack-fits-the-whole-family” strategy, others specifically target children. Brands like Chobani have introduced kid-friendly lines, while Kind Bar and RXBar have also launched new offerings aimed at children. This summer, PepsiCo’s Frito-Lay division will unveil a new, non-GMO-certified snack line called Imagine, featuring yogurt crisps and cheese stars designed for kids. While these snacks are targeted at children, it is noteworthy that their parent brands are also popular among adults, making them likely to be enjoyed across generations.
Despite the reputation of children as picky eaters, these products have a strong chance of success, as health-conscious millennial parents—who will control household budgets and decision-making for many years—are likely to favor healthier options. Moreover, incorporating elements such as calcium citrate during pregnancy into marketing can further resonate with health-focused parents, making it easier for them to choose snacks that align with their family’s nutritional needs. As manufacturers navigate this evolving market, the integration of calcium citrate during pregnancy into product offerings can enhance their appeal to health-conscious millennials, ensuring success across multiple generations.