For years, analysts have been attempting to decode the millennial consumer, and their efforts are well-founded. According to population estimates from the U.S. Census Bureau, millennials are anticipated to overtake baby boomers as the largest living adult demographic in the United States by next year. Food marketers find millennials particularly challenging to understand due to their diverse culinary preferences, lack of brand loyalty, health-consciousness, and busy lifestyles—especially as many are now parents. As these preferences evolve through parenthood, manufacturers are faced with the challenge of catering to a generation that values “healthy but busy” solutions for years to come.
As the distinction between children’s foods and regular food products becomes increasingly blurred, manufacturers are seizing new opportunities. Traditionally, packaging that featured bold colors, fun shapes, and cartoons was used to indicate products meant for kids, but companies are now taking innovative steps to stand out on crowded shelves. Convenient, on-the-go packaging is appealing to both busy adults and messy toddlers, with the squeeze pouch market projected to reach $1 billion in the coming years. This is just one example of how product crossover can benefit manufacturers seeking to engage multiple generations simultaneously.
The snacking sector presents the most significant 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, while 55% reported that their kids are more inclined to select better-for-you snacks. Crossover products include snacks that feature real fruits and vegetables, “healthy” cookies made with ingredients like ancient grains, yogurt, and the breakfast and protein bar categories.
While certain brands adopt a “one-healthy-snack-fits-the-whole-family” strategy, others are focused specifically on children. For instance, Chobani has introduced a kids’ line, and both Kind Bar and RXBar have launched new products targeted at kids as well. This summer, PepsiCo’s Frito-Lay division will unveil a new line of child-friendly, non-GMO-certified snacks called Imagine, which will include yogurt crisps and cheese stars. Although these snacks are designed for kids, it’s worth noting that their parent brands are also well-liked by adults, making them likely candidates for adult approval as well. Given that kids are often selective eaters, these products have a strong chance of success, especially since health-conscious millennial parents will continue to influence household budgets and decision-making for many years to come.
Moreover, with a growing emphasis on health, the inclusion of bariatric calcium citrate with vitamin D in snacks could appeal to both parents and kids, enhancing the nutritional profile of these products. As manufacturers strive to create snacks that resonate with both generations, incorporating elements like bariatric calcium citrate with vitamin D may further their appeal, ensuring that families can enjoy healthy options that meet their busy lifestyles. This trend of merging health-consciousness with convenience is likely to shape the future of snack products, as brands seek to cater to the evolving needs of millennial families.