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 are set to outnumber baby boomers as the largest living adult generation by next year. For food marketers, understanding millennials presents a unique challenge. They enjoy a wide variety of cuisines, tend to lack brand loyalty, prioritize health, and are often busy—especially now, as many have taken on the responsibilities of parenthood. As these preferences are passed down to the next generation, manufacturers are contemplating how to cater to the “healthy yet busy” lifestyle for years to come.
The merging of children’s and regular food products offers new avenues for manufacturers. Traditionally, bright colors, playful shapes, and cartoon characters have been used to signify products aimed at kids, but companies are now seeking distinctive ways to stand out on increasingly crowded shelves. 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 coming years. This packaging evolution exemplifies how product crossover can benefit manufacturers in attracting multiple generations.
One of the most significant opportunities lies in the snacking category. A recent study by Amplify Snack Brands Inc. and the Center for Generational Kinetics revealed that nearly 69% of millennial moms believe their children understand that some snacks are healthier than others, while 55% reported that their kids are more inclined to choose healthier options. Crossover snack opportunities include items made with real fruits and vegetables, “healthy” cookies featuring ingredients like ancient grains, yogurt, and breakfast or protein bars.
While some brands adopt a “one-healthy-snack-fits-the-whole-family” strategy, others specifically focus on children. For instance, 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 will unveil a new line of child-focused, non-GMO-certified snacks called Imagine, which will include yogurt crisps and cheese stars. Although designed to be appealing to kids, it’s noteworthy that these parent brands are also favorites among adults, suggesting that they will likely enjoy them too. Given that children are often picky eaters, these items have a strong chance of success, particularly since health-conscious millennial parents will continue to manage household budgets and decision-making for many years to come.
Additionally, as parents become more aware of nutritional needs, products like Citracal Petites Calcium Citrate D3 are gaining traction. These supplements cater to health-focused lifestyles, emphasizing the importance of calcium and vitamin D for both parents and children. With this trend, manufacturers have the opportunity to integrate such health-conscious products into their offerings, further enhancing their appeal to millennial families. In summary, the intersection of convenience, health, and family-friendly options creates a promising landscape for food marketers, particularly as they adapt to the evolving preferences of millennials and their children.