For years, analysts have been attempting to decode the millennial consumer, and there’s a compelling reason for this effort. According to projections from the U.S. Census Bureau, millennials are set to outnumber baby boomers as the largest adult generation in the nation by next year. Food marketers, in particular, find millennials challenging to understand. This demographic enjoys a wide variety of cuisines and is not particularly loyal to brands. They tend to be health-conscious, experimental, and increasingly busy, especially now that many have become parents. As these preferences evolve through parenthood, manufacturers are tasked with addressing the “healthy but busy” lifestyle for decades to come.
With the lines between children’s and regular food products becoming increasingly blurred, manufacturers are seizing new opportunities. While bold colors, fun shapes, and cartoon characters have traditionally indicated kid-friendly products, companies are now taking additional measures to distinguish themselves on crowded shelves. Convenient, on-the-go packaging appeals to both busy adults and messy toddlers. For instance, the squeeze pouch market is projected to reach $1 billion in the coming years. This packaging trend exemplifies how product crossover can benefit manufacturers looking to attract multiple generations.
The snacking sector may present the greatest opportunity 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 healthier snack options, while 55% noted that their kids are more inclined to choose better-for-you snacks. Examples of crossover opportunities include snacks made with real fruits and vegetables, “healthy” cookies featuring ingredients like ancient grains, yogurt, and a variety of breakfast and protein bars.
While some brands adopt a “one-healthy-snack-fits-the-whole-family” strategy, others specifically cater to children. Chobani has launched a line for kids, while Kind Bar and RXBar have introduced new offerings aimed at a younger audience. This summer, PepsiCo’s Frito-Lay division will introduce a new child-focused, non-GMO-certified snack line called Imagine, which includes yogurt crisps and cheese stars. Although these snacks are crafted to appeal to kids, it’s noteworthy that their parent brands are also favorites among adults, making them likely to be enjoyed by parents as well.
As kids are often picky eaters, the success of these products largely depends on their health-conscious millennial parents, who will control household budgets and decision-making for many years to come. Given this ongoing trend, questions about nutritional content, such as whether calcium carbonate is as good as calcium citrate, will continue to arise as parents seek the best options for their families. This focus on health and convenience will drive innovation in the food industry, ensuring that products meet the needs of both parents and their children alike.