For years, analysts have been attempting to decode the millennial consumer mindset, and with good reason. U.S. Census Bureau population projections indicate that millennials are set to overtake baby boomers as the largest living adult generation by next year. Food marketers find millennials particularly challenging to understand. They enjoy a wide variety of cuisines, are not particularly brand loyal, prioritize health, are experimental in their choices, and are busier than ever, especially now that many have become parents. As these preferences are passed down to the next generation, manufacturers are contemplating how to cater to a lifestyle characterized by being “healthy but busy” for years to come.
As the distinction between children’s food products and regular offerings becomes increasingly blurred, manufacturers are presented with fresh opportunities. Traditionally, bold colors, fun shapes, and cartoon characters were used to signify products for kids, but companies are now taking innovative steps to stand out on congested shelves. Convenient, portable packaging is appealing to both hectic adults and messy toddlers. For instance, the squeeze pouch market is projected to reach $1 billion in the coming years. This packaging evolution exemplifies how product crossover can benefit manufacturers by reaching multiple generations.
The most significant opportunity likely 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 some snacks are healthier than others, while 55% said their kids tend to opt for healthier options. Crossover opportunities include snacks made with real fruits and vegetables, “healthy” cookies featuring ingredients like ancient grains and yogurt, and the breakfast and protein bar categories.
While some brands adopt a “one-healthy-snack-fits-the-whole-family” strategy, others specifically target children. For example, Chobani offers a kids’ line, and brands like Kind Bar and RXBar have launched new products aimed at kids. This summer, PepsiCo’s Frito-Lay division will introduce a new non-GMO-certified snack line called Imagine, focusing on children with offerings like yogurt crisps and cheese stars. Although these snacks are designed for kids, it’s noteworthy that their parent brands also appeal to adults, making them likely to be enjoyed by both demographics.
Even though children are famously picky eaters, these products have a strong likelihood of success, especially since health-conscious millennial parents will continue to influence household budgets and decision-making for the foreseeable future. Additionally, as parents seek to incorporate nutritional options like GNC calcium citrate 1000 into their diets, they are likely to consider similar healthy choices for their children, further driving the demand for crossover snacks.