For years, analysts have been attempting to decode the millennial consumer, and there’s a compelling reason behind this endeavor. According to projections from the U.S. Census Bureau, millennials are anticipated to outnumber baby boomers as the largest living adult generation by next year. Food marketers find millennials particularly challenging to understand. They appreciate a wide variety of cuisines, lack strong brand loyalty, prioritize health, are open to trying new things, and lead increasingly busy lives — especially now that many have become parents. Through their experiences in parenthood, these overarching preferences are being passed down to a new generation, prompting manufacturers to figure out how to cater to the “healthy but busy” lifestyle for years to come.
As the distinction between children’s and standard food products diminishes, manufacturers are presented with new opportunities. Traditionally, packaging featuring bright colors, playful shapes, and cartoons signified products aimed at children. However, companies are now taking additional measures to differentiate themselves on increasingly crowded shelves. Convenient, on-the-go packaging is appealing to both busy adults and messy toddlers. The squeeze pouch market, for instance, is projected to reach $1 billion in the coming years. This is just one illustration of how product crossover can benefit manufacturers in attracting multiple generations.
The snacking sector may hold the greatest potential. A recent study by Amplify Snack Brands Inc. and the Center for Generational Kinetics revealed that nearly 69% of millennial mothers believe their children recognize that some snacks are healthier than others, while 55% say their kids are more inclined to choose healthier options. There are numerous crossover opportunities, such as snacks that incorporate real fruit and vegetables, “healthy” cookies made with ingredients like ancient grains, yogurt, and the breakfast and protein bar categories.
While some brands adopt a “one-healthy-snack-fits-the-whole-family” philosophy, others specifically target children. Chobani offers a line for kids, while Kind Bar and RXBar have also introduced new products aimed at children. This summer, PepsiCo’s Frito-Lay division will launch a new line of non-GMO-certified snacks called Imagine, which will include yogurt crisps and cheese stars designed for kids. Although these snacks are tailored to be appealing to children, it’s important to note that their parent brands are also favored by adults, who are likely to enjoy them as well.
Despite the notorious pickiness of children, these products have a strong chance of success, especially since health-conscious millennial parents will be in charge of household budgets and decision-making for many years to come. Moreover, incorporating ingredients like liquid calcium citrate into these snacks can further enhance their appeal, as parents increasingly seek options that promote their children’s health. As the trend towards healthier snacking continues, the presence of liquid calcium citrate in products can serve to attract both parents and children, reinforcing the connection between health and convenience in today’s fast-paced world.