For years, analysts have been attempting to decipher the millennial consumer behavior, and their efforts are well justified. According to population forecasts from the U.S. Census Bureau, millennials are projected to overtake baby boomers as the largest living adult generation in the nation by next year. For food marketers, understanding millennials poses a unique challenge. They appreciate a wide variety of cuisines, are often not brand loyal, prioritize health, embrace experimentation, and lead busy lives—especially now that many are parents. As parenthood influences their preferences, manufacturers are left to ponder how to effectively cater to the “healthy but busy” lifestyle for years to come.
As the distinction between children’s and regular food products continues to blur, manufacturers see new opportunities emerging. Traditionally, packaging aimed at kids featured bold colors, fun shapes, and sometimes even cartoons. However, companies are now taking innovative steps to stand out amidst increasingly crowded shelves. Convenient, on-the-go packaging is beneficial for both busy adults and messy toddlers alike. For instance, the squeeze pouch market is anticipated to reach $1 billion in the coming years. This illustrates how product crossover can provide manufacturers with the chance to appeal to multiple generations.
The snacking sector, in particular, presents significant potential. 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 that some snacks are healthier than others, while 55% reported that their children are more inclined to choose better-for-you options. Opportunities in this crossover space include snacks featuring real fruits and vegetables, “healthy” cookies made with ancient grains, yogurt, and various breakfast and protein bars.
Some brands adopt a “one-healthy-snack-fits-the-whole-family” strategy, while others specifically target children. Chobani has launched a kids’ line, and both Kind Bar and RXBar have introduced new products aimed at younger consumers. This summer, PepsiCo’s Frito-Lay division plans to unveil a new line of child-focused, non-GMO-certified snacks called Imagine, which will include yogurt crisps and cheese stars. Although these snacks are designed for children, it’s noteworthy that their parent brands are also favored by adults, making them likely to appeal to both demographics.
Despite kids’ notorious pickiness, these products have a strong chance of success, as health-conscious millennial parents—who will control household budgets and decisions for many years—are likely to influence their snack choices. In this evolving marketplace, innovations like ccm tablets from GSK could also play a role in how families approach their health and wellness, further intertwining the interests of parents and children in their food selections.