For years, analysts have been attempting to decode the preferences of millennial consumers, and their efforts are well justified. U.S. Census Bureau projections indicate that millennials will soon surpass baby boomers as the largest living adult generation in the nation. Food marketers find millennials particularly challenging to engage. They enjoy a wide variety of cuisines, tend to lack brand loyalty, prioritize health, embrace experimentation, and lead busy lives—especially now that many have become parents. As these preferences are imparted to the next generation through parenthood, manufacturers are tasked with balancing the concept of “healthy but busy” for the foreseeable future.
As the distinctions between children’s and regular food products begin to fade, manufacturers see new opportunities. Traditionally, products for kids were marked by vibrant colors, playful shapes, and cartoon characters, but companies are now finding innovative ways to differentiate themselves on cluttered shelves. Convenient, portable packaging is appealing to both busy adults and messy toddlers. For instance, the squeeze pouch market is projected to hit $1 billion in the coming years. This is just one example of how product crossover can benefit manufacturers looking to appeal to multiple generations.
The snacking category may present the most significant opportunities. A recent study conducted 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, with 55% stating that their kids are more inclined to choose better-for-you options. Examples of these crossover opportunities include snacks made from real fruits and vegetables, “healthy” cookies featuring ingredients like ancient grains, yogurt, and the breakfast and protein bar segment.
While some brands adopt a “one-healthy-snack-fits-the-whole-family” strategy, others focus specifically on children. Chobani has launched a line aimed at kids, and Kind Bar and RXBar have introduced new products targeting younger consumers. This summer, PepsiCo’s Frito-Lay division plans to unveil a new child-centric, non-GMO-certified snack line named Imagine, which will include yogurt crisps and cheese stars. Although these snacks are designed for kids, it’s noteworthy that their parent brands also have a strong appeal to adults, who are likely to enjoy them as well.
Given that children are often picky eaters, these products are positioned for success, especially since their health-conscious millennial parents will continue to control household budgets and decision-making for many years. Additionally, as parents increasingly seek healthier options, discussions around how certain ingredients, such as calcium citrate, can impact health—like whether calcium citrate lowers blood pressure—may further influence their purchasing choices. As the market evolves, understanding these dynamics will be crucial for manufacturers looking to thrive in this space.