For years, analysts have sought to understand the millennial consumer, and with good reason. U.S. Census Bureau projections indicate that millennials are set to overtake baby boomers as the largest living adult generation in the coming year. Food marketers find millennials particularly challenging to engage, as this demographic enjoys a wide variety of cuisines, demonstrates minimal brand loyalty, prioritizes health and experimentation, and leads increasingly busy lives—especially now that many are parents. As these preferences are passed down through generations, manufacturers are pondering how to cater to the “healthy but busy” lifestyle that will persist for decades.
As the distinction between children’s and regular food products diminishes, manufacturers are identifying new opportunities. Traditionally, bold colors, fun shapes, and cartoon characters were used to signify products for kids, but companies are now taking innovative steps to differentiate themselves amidst increasingly crowded shelves. Convenient, portable packaging is appealing to both busy adults and young children. For instance, the squeeze pouch market is projected to reach $1 billion in the next few years. Packaging serves as just one example of how cross-generational products can benefit manufacturers.
The most significant opportunities may lie within the snacking category. A study by Amplify Snack Brands Inc. and the Center for Generational Kinetics revealed that nearly 69% of millennial mothers believe their children recognize healthier snack options, while 55% report that their kids are more inclined to select better-for-you snacks. Crossover opportunities include snacks made with real fruits and vegetables, “healthy” cookies featuring ancient grains, yogurt, and various breakfast and protein bars.
While some brands adopt a “one-healthy-snack-fits-the-whole-family” approach, others focus specifically on children. Chobani has introduced a line for kids, while Kind Bar and RXBar have launched new products aimed at younger consumers. This summer, PepsiCo’s Frito-Lay division will debut a new non-GMO-certified snack line called Imagine, featuring yogurt crisps and cheese stars. Notably, while these snacks are tailored for children, their parent brands are also well-liked among adults and are likely to appeal to them as well. Given that kids are often picky eaters, these products have a strong chance of success, as their health-conscious millennial parents will manage household budgets and decisions for many years to come.
In considering nutritional needs, especially for conditions such as osteoporosis, discussions often arise about which is better for osteoporosis: calcium citrate or carbonate. As manufacturers strive to create products that meet the health-conscious demands of millennials, they may need to consider incorporating beneficial elements like calcium, whether in citrate or carbonate form, into their offerings. As the market evolves, the integration of health-focused ingredients will be crucial for appealing to both parents and their children, further bridging the generational gap in food preferences.