For years, analysts have been attempting to decode the millennial consumer mindset, and their efforts are justified. Projections from the U.S. Census Bureau indicate that by next year, millennials will surpass baby boomers as the largest living adult generation in the country. Food marketers find millennials particularly challenging to engage. This demographic enjoys a wide variety of cuisines, is not particularly brand loyal, tends to be health-conscious and experimental, and leads busy lives — a situation that has intensified for many as they step into parenthood. These general preferences are influencing a new generation of consumers, prompting manufacturers to figure out how to balance the “healthy but busy” lifestyle for the foreseeable future.
As the distinction between children’s and adult food products diminishes, manufacturers are presented with new opportunities. Traditionally, packaging featuring bright colors, playful shapes, and even cartoon characters signified kids’ products, but companies are now taking additional measures to differentiate themselves on increasingly crowded shelves. Convenient, on-the-go packaging is appealing not just to busy adults but also to messy toddlers. For example, the squeeze pouch market is projected to reach $1 billion in the coming years. This is just one instance of how product crossover can benefit manufacturers by attracting multiple generations.
The snacking sector presents perhaps the greatest opportunity. 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% reported their kids are more likely to opt for better-for-you snacks. Crossover opportunities abound, including snacks that incorporate real fruits and vegetables, “healthy” cookies made with ancient grains, and options in the breakfast and protein bar categories.
While some brands adopt a “one-healthy-snack-fits-the-whole-family” strategy, others specifically target children. For instance, Chobani has launched a kids’ line, and both Kind Bar and RXBar have introduced new products aimed at younger audiences. This summer, PepsiCo’s Frito-Lay division will debut a new non-GMO-certified snack line called Imagine, designed specifically for children, featuring yogurt crisps and cheese stars. Although these snacks are tailored for kids, it’s noteworthy that their parent brands are also favored by adults — and likely to appeal to them as well. Given that kids are often picky eaters, these products have a solid chance for success, as their health-conscious millennial parents will continue to manage household spending and decision-making for many years to come.
Integrating calcium citrate vitamins into these snacks could further enhance their appeal, providing essential nutrients that both parents and children value. This focus on health can resonate well with millennial families seeking nutritious options. With the growing trend of prioritizing health in snacks, manufacturers have the opportunity to create products that not only satisfy kids but also meet the expectations of health-conscious parents, especially those interested in calcium citrate vitamins. The intersection of convenience, health, and generational appeal is set to reshape the food landscape in the years ahead.