Millennials and Centennials are living
a Holistic Lifestyle

The youngest generations of consumers are approaching wellness in an increasingly holistic way.

Millennials (born from 1980 to the mid-1990s) and Centennials (born in late 1990s and early 2000s) look for products they consider to be healthy and that they can feel good about buying. They vote with their wallets, looking for products that align with their wellness goals but also with their desire to do right by the planet and those around them.

These consumers will be superfans of brands they can trust to deliver on these two key things:

Taste & nutrition
Good to others and the planet

Taste & Nutrition

Taste is of the utmost importance for these consumers. With so many choices on the market, they no longer have to sacrifice taste when eating products they consider to be healthy. They are increasingly focusing on nutrition in an effort to look good and feel good.

According to our research*, 82% of Western Europe Millennials agree that chocolate confections need to be “tasty and good for me”. We have also found that 63% of Western Europe Millennials are interested in Organic chocolate confections, up to 71% for Swedish Millennials.

_{*BC proprietary study, 2018 conducted in France, Germany, Italy, Spain, Sweden, UK, n=1856, 2018}

Good to Others and to the Planet

In addition to meeting their wellness standards, the brands and products they support must be responsibly sourced as well. Transparent supply chains and sustainability initiatives are a must. These consumers look to balance their personal wellness with the wellness of others and the planet. They do not want to make choices that prioritize their wellness at the expense of others.

According to Innova Market Insights, 3 in 4 global consumers feel that businesses/companies have a responsibility to lead social and environmental change. Our own Barry Callebaut research* shows that 67% of Western Europe Millennials want to know more about where their chocolate confections come from and what is in it. This same research also tells us that 59% of Western Europe Millennials say that they actively seek out sustainably produced chocolate confections, compared to just 48% of the total population