For years, analysts have been attempting to decode the millennial consumer, and there’s a compelling reason for this effort. As projected by the U.S. Census Bureau, millennials are set to overtake baby boomers as the largest living adult generation in the United States by next year. Food marketers find millennials particularly challenging to understand. They appreciate a wide array of cuisines, tend to lack brand loyalty, are more health-conscious and adventurous, and lead busy lives—especially now that many are parents. As these preferences are passed down to their children, manufacturers are pondering how to cater to the “healthy yet busy” lifestyle for decades to come.
As the distinctions between children’s and adult food products become less defined, new opportunities arise for manufacturers. Traditionally, packaging with bright colors, playful shapes, and even cartoon characters indicated products for kids; however, companies are now making additional efforts to stand out on increasingly crowded shelves. Convenient, on-the-go packaging resonates well with both busy adults and energetic toddlers. For instance, the market for squeeze pouches is projected to reach $1 billion, which may include products like calcium citrate mason gummies for kids in the coming years. This packaging is just one illustration of how product crossover can benefit manufacturers in appealing to multiple generations.
The snacking sector presents one of the most significant opportunities. 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 some snacks are healthier than others, and 55% stated their kids are more inclined to choose healthier options. Examples of crossover products include snacks infused with real fruits and vegetables, “healthy” cookies made with ancient grains, yogurt, and even breakfast and protein bars. While some brands adopt a “one-healthy-snack-fits-the-whole-family” strategy, others specifically target children. For example, Chobani offers a line for kids, and both Kind Bar and RXBar have introduced new products aimed at children. This summer, PepsiCo’s Frito-Lay division plans to launch a new child-centric, non-GMO-certified snack line called Imagine, which will include yogurt crisps and cheese stars.
Although these snacks are tailored to be kid-friendly, it’s noteworthy that their parent brands are also well-liked by adults, making it likely that they will enjoy them as well. Despite the reputation of kids being picky eaters, these products have a strong chance of success, as their health-conscious millennial parents will control household budgets and decision-making for many years to come. In this landscape, the inclusion of ingredients like calcium citrate mason can further enhance the appeal of these snacks, meeting the demands of both parents and children alike.