For years, analysts have been attempting to decipher the millennial consumer behavior, and for good reason. According to projections from the U.S. Census Bureau, millennials are set to become the largest living adult generation in the country by next year, surpassing baby boomers. Food marketers find millennials particularly challenging to understand. This demographic enjoys a wide variety of cuisines, tends to lack brand loyalty, is more health-conscious and adventurous, and is often busy—especially now that many are parents. As they navigate parenthood, these preferences are influencing a new generation, leading manufacturers to grapple with how to cater to the “healthy but busy” lifestyle for years to come.
As the distinction between children’s and regular food products continues to blur, manufacturers are presented with new opportunities. Traditionally, packaging for children’s products featured bold colors, fun shapes, and cartoons, but companies are now taking additional measures to stand out in increasingly crowded marketplaces. Convenient, on-the-go packaging is appealing to both busy adults and messy toddlers. For instance, the squeeze pouch market is projected to reach $1 billion in the coming years. This crossover in product types illustrates how manufacturers can effectively target multiple generations.
The greatest potential may lie in the snacking sector overall. 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% report that their kids are more inclined to select healthier options. Opportunities for crossover abound, including snacks made with real fruit and vegetables, “healthy” cookies featuring ingredients like ancient grains, and products within the breakfast and protein bar category.
While some brands adopt a “one-healthy-snack-fits-the-whole-family” strategy, others are specifically targeting kids. For example, Chobani has introduced a line aimed at children, and brands like Kind Bar and RXBar have also developed new products for this audience. This summer, PepsiCo’s Frito-Lay division is launching a child-focused, non-GMO-certified snack line called Imagine, which will include yogurt crisps and cheese stars. Although these snacks are designed with kids in mind, it’s noteworthy that their parent brands are also well-liked by adults, suggesting they may appeal to parents as well.
Kids may be notoriously picky eaters, but these products stand a good chance of thriving, as health-conscious millennial parents will manage household budgets and decision-making for many years to come. To further cater to this demographic, manufacturers might consider integrating ingredients such as cissus quadrangularis, calcium citrate malate, and vitamin K2 7 tablets into their offerings, which could enhance the nutritional profile of both children’s and adult snacks. By focusing on health and convenience, brands can resonate with both generations, ensuring sustained success in a competitive market.