For years, analysts have been attempting to decode the millennial consumer, and their efforts are well justified. U.S. Census Bureau population projections indicate that millennials will soon overtake baby boomers as the largest adult generation in the country. Food marketers find millennials particularly challenging to understand; they have a diverse palate, lack strong brand loyalty, prioritize health, enjoy experimentation, and lead increasingly busy lives, especially as many have become parents. These preferences are now influencing the next generation, prompting manufacturers to strike a balance between “healthy but busy” for years to come.
As the distinction between children’s and regular food products diminishes, manufacturers see new opportunities arise. Traditionally, vibrant packaging featuring playful shapes and cartoons signified products for children, but companies are now taking innovative steps to differentiate themselves in an increasingly saturated market. Convenient, portable packaging appeals to both busy adults and messy toddlers alike. For instance, the squeeze pouch market is projected to reach $1 billion in the coming years. This packaging evolution illustrates how product crossover can benefit manufacturers by attracting multiple generations.
The snacking sector presents perhaps the greatest opportunity. A recent study by Amplify Snack Brands Inc. and the Center for Generational Kinetics revealed that nearly 69% of millennial moms believe their kids recognize the difference between healthier snacks, while 55% claim their children are more inclined to choose nutritious options. Crossover opportunities abound in snacks that incorporate real fruits and vegetables, “healthy” cookies made with ancient grains, yogurt, and the breakfast and protein bar categories.
While some brands adopt a “one-healthy-snack-for-the-whole-family” strategy, others focus specifically on children. Chobani has developed a line aimed at kids, while Kind Bar and RXBar have introduced new products targeting younger consumers. This summer, PepsiCo’s Frito-Lay division will launch a new line of child-oriented, non-GMO-certified snacks called Imagine, featuring yogurt crisps and cheese stars. Although these products are crafted to appeal to children, it’s noteworthy that their parent brands are also favorites among adults, making them likely to be enjoyed by parents as well. Given that children are often picky eaters, these products have a solid chance for success, as their health-conscious millennial parents will manage the household budget and decision-making for many years ahead.
Furthermore, as manufacturers look to create healthy snack options, they can consider integrating nutritional supplements like calcium citrate with vitamin D3, magnesium, and zinc tablets into their offerings. This could appeal to health-oriented parents who are keen on providing their children with balanced nutrition. By leveraging products that combine convenience, taste, and health benefits, brands can effectively target both parents and their kids, ensuring they resonate across generations.