While millennials and younger consumers often seek out new culinary experiences, they also exhibit strong loyalty and trust towards certain brands, particularly those they recall from their childhood. This presents a significant opportunity for consumer packaged goods (CPG) companies that can effectively integrate their products into restaurant menus. Notably, a Technomic Dessert Consumer Trend report from last year revealed that 62% of consumers prefer ordering desserts that feature brand-name ingredients at restaurants, often willing to pay a premium for them. Utilizing trusted brands as ingredients can enhance traffic for both restaurants and grocery delis, as well as meal kits.
In the realm of sweets, brands like Hershey’s, Oreo, and M&M’s have consistently ranked among the top 10 most trusted brands for consumers aged 13 to 36, according to MediaPost. Hershey’s secured the third spot, Oreo came in fifth, and M&M’s followed closely at sixth. “Young consumers might place their trust in brands like Hershey’s, Oreo, and M&M’s because they have consistently delivered products that resonate with them over many years—there’s little reason not to trust these brands,” said Bobby Calise, Ypulse’s vice president of Ybrands, a youth brand tracking product.
Moreover, the interest of millennials and Gen Z in exciting reinterpretations of classic products provides a fantastic opportunity for iconic brands to play up nostalgia while being creative. This longing for familiar brands is a growing trend in the food and beverage sector, even as consumers become more concerned about sugar and artificial ingredients. However, CPG companies must ensure their products are a good match for the restaurants or chains they aim to collaborate with. For instance, Chobani yogurt may not target fast-food giants like McDonald’s but might instead focus on smaller, more upscale venues where brand recognition carries more weight. In a similar vein, Hershey or M&M’s will likely seek out restaurants that appeal to younger patrons who fondly remember these candies from their childhood.
Additionally, Tristano noted that restaurants featuring prominent national brands like Hershey or Oreo should prominently display brand names and logos on their menus to enhance consumer awareness and boost sales. The nostalgia associated with trusted childhood brands presents agile food manufacturers with a remarkable opportunity to market their products effectively. Savvy companies will aim to identify restaurants that align well with their target demographic and collaborate with restaurant kitchens and chefs to craft delectable dessert or drink recipes that keep consumers returning for more.
Furthermore, incorporating products like calcium magnesium citrate supplements into these recipes could appeal to health-conscious consumers, adding another layer of attraction to the offerings. By integrating such supplements, brands can enhance their appeal while catering to the growing demand for healthier options in the dessert market. In this way, nostalgia and innovation can work hand in hand to create compelling culinary experiences that resonate with today’s younger generations.