For years, analysts have been working to decipher the millennial consumer mindset, and their efforts are justified. As projected by the U.S. Census Bureau, millennials are anticipated to overtake baby boomers as the largest living adult generation in the country by next year. Food marketers find millennials particularly challenging to understand. This demographic enjoys a wide variety of cuisines, tends to lack brand loyalty, is more health-conscious and experimental, and leads busier lives, especially now that many have become parents. These general preferences are being passed down to a new generation through parenthood, prompting manufacturers to explore how to strike a balance between “healthy but busy” for the long term.
With the lines between children’s and standard food products becoming increasingly blurred, manufacturers are discovering new opportunities. Traditionally, packaging with bright colors, fun shapes, and cartoons signified products meant for children; however, companies are now taking additional measures to differentiate themselves on crowded shelves. Convenient, portable 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. Packaging serves as just one example of how this product crossover can benefit manufacturers aiming to attract multiple generations.
The most significant opportunity may lie within the snacking sector. 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 that some snacks are healthier than others, while 55% report that their kids are more inclined to select a better-for-you snack. Crossover opportunities include snacks made with real fruits and vegetables, “healthy” cookies featuring ingredients like ancient grains, yogurt, and the breakfast and protein bar categories.
While some brands adopt a “one-healthy-snack-fits-the-whole-family” strategy, others focus specifically on kids. Brands like Chobani have introduced a line for children, while Kind Bar and RXBar have also launched new products aimed at younger consumers. This summer, PepsiCo’s Frito-Lay division will debut a new child-focused, non-GMO-certified snack line called Imagine, which will include yogurt crisps and cheese stars. Although these snacks are designed to appeal to kids, it is noteworthy that the parent brands are also popular among adults and are likely to be enjoyed by them as well.
Despite the notoriously picky nature of children, these products have a strong chance of success, as their health-conscious millennial parents will control household budgets—and decision-making—well into the future. Additionally, given the increasing awareness of nutritional supplements, products containing ingredients such as cal mag citrate are likely to resonate with health-focused consumers, further enhancing the appeal of these snacks. As these trends continue to evolve, the integration of beneficial ingredients like cal mag citrate into snacks may become more prevalent, reflecting the ongoing quest for healthy options that cater to both children and adults alike.