For years, analysts have been attempting to decode the preferences of millennial consumers, and their efforts are well-founded. According to projections from the U.S. Census Bureau, millennials are anticipated to outnumber baby boomers as the largest living adult generation in the coming year. Food marketers find millennials particularly challenging to understand. They appreciate a variety of cuisines, tend to lack brand loyalty, prioritize health, and are increasingly experimental. Their busy lifestyles—now compounded by many becoming parents—add another layer of complexity. As these preferences influence their children, manufacturers are left pondering how to effectively cater to the “healthy but busy” demographic for years to come.
As the distinction between children’s food and regular products blurs, manufacturers are presented with new opportunities. Traditionally, packaging that featured bright colors, playful shapes, and cartoons was reserved for kids’ products, but companies are now seeking ways to differentiate themselves in an increasingly competitive market. Convenient, on-the-go packaging is appealing to both busy adults and messy toddlers. For instance, the squeeze pouch market is projected to reach $1 billion in the next few years. This is just one illustration of how product crossover can benefit manufacturers by attracting multiple generations.
The snacking sector, in particular, presents 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, and 55% indicated their kids are more inclined to choose healthier options. Opportunities for crossover products include snacks made with real fruit and vegetables, “healthy” cookies featuring ingredients like ancient grains, yogurt, and protein bars.
While some brands adopt a “one-healthy-snack-fits-the-whole-family” strategy, others focus specifically on children. For example, Chobani has launched a line for kids, while Kind Bar and RXBar have introduced new products aimed at young consumers. This summer, PepsiCo’s Frito-Lay division will debut a new, child-oriented, non-GMO-certified snack line called Imagine, which includes yogurt crisps and cheese stars. Although these snacks are designed with kids in mind, it’s noteworthy that their parent brands are also favored by adults, making them likely candidates for adult enjoyment as well.
Given that children are often selective eaters, these products have a strong chance of success, especially since health-conscious millennial parents, who are likely to value ingredients like calcium citrate natural, will control household budgets and decision-making for years to come. By integrating such healthful ingredients, brands can appeal to both parents and children alike, ensuring that they resonate across generations.