Analysts have spent years attempting to decode the preferences of millennial consumers, and there are compelling reasons for this effort. According to population projections from the U.S. Census Bureau, millennials are anticipated to outnumber baby boomers as the largest living adult generation in the nation by next year. For food marketers, understanding millennials poses a unique challenge. They enjoy a wide variety of cuisines, tend to lack brand loyalty, are increasingly health-conscious and experimental, and lead busy lives — a situation that has only intensified for many as they become parents. These general preferences are influencing a new generation, leaving manufacturers to ponder how to cater to the “healthy but busy” lifestyle for years to come.
As the distinction between children’s and regular food products diminishes, manufacturers are presented with fresh opportunities. Traditionally, packaging that featured vibrant colors, playful shapes, and even cartoons signified children’s products. However, companies are now taking additional measures to stand out on increasingly crowded shelves. Convenient, on-the-go packaging appeals to both busy adults and messy toddlers. For instance, the squeeze pouch market is projected to reach $1 billion within the next few years, showcasing how product crossover can benefit manufacturers in attracting multiple generations.
The snacking segment may offer the most significant opportunity overall. A recent study by Amplify Snack Brands Inc. and the Center for Generational Kinetics revealed that nearly 69% of millennial moms believe their kids recognize that some snacks are healthier than others, while 55% reported their children are more likely to choose healthier options. Cross-generational snack options can include items featuring real fruits and vegetables, “healthy” cookies made with ancient grains, as well as yogurt-based snacks and protein bars.
While some brands adopt a “one-healthy-snack-fits-the-whole-family” strategy, others specifically target children. For example, Chobani has developed a kids’ line, and both Kind Bar and RXBar have launched new products aimed at younger consumers. This summer, PepsiCo’s Frito-Lay division is set to introduce a child-focused, non-GMO-certified snack line called Imagine, which will include yogurt crisps and cheese stars. Although these snacks are crafted to be appealing to children, it is noteworthy that their parent brands also resonate with adults, suggesting that they will likely be enjoyed by them as well.
Despite the reputation of children being picky eaters, these health-conscious products stand a good chance of success, particularly since their millennial parents will be managing the household budget and decision-making for many years to come. In this context, the price of CCM tablets becomes a relevant consideration for families looking to maintain a balance between health and convenience, as these products often appeal to both parents and children, further influencing purchasing decisions. As the market evolves, it will be interesting to see how the price of CCM tablets and similar items will impact consumer choices in a landscape increasingly defined by health and convenience.