Millennials and their wholesome choice
Who are these sought-after millennials?
Millennials is the nicer name of the generation Y kids who are now between 25 and 39 years old. Children of Generation X, the baby-boomers, and also named the ‘Me generation’ or the ‘selfie generation’. Their primary motivation is to enjoy life, coming from the confidence and sense of entitlement that define them.
On the other hand, they are digitally connected and exposed to huge amounts of information, so their awareness of whichever topic is higher than ever before.
So in food, the simple yet spot-on way to describe it is Tasty + Good. Taste is obviously critical because we only live once and ‘life is too short to drink bad wine’ – or to eat tasteless food. But Millennials don’t want to compromise on health either – too well aware of consequences such as globesity, they strive to live a long and fulfilling life. So they will go after products that are tasty and good at the same time, offering the best of both worlds and the balance that they value so much.
There are 4 main strategies you can follow:
- Leverage better perception: make your creations ‘sound better’. Focus on the goodness of the ingredients and their naturalness or add loved inclusions such as nuts, superfoods, ancient grains
- Make functional health claims: explain how your products can help improving health or add actively positive nutrients and elements
Functional claims: don’t mention the baddies, just add goodness!https://www.barry-callebaut.com/sites/default/files/styles/paragraph_image_gallery_full/public/2018-12/protein-cookie.jpeg?itok=VCcVt_Mx
Passive claims: the domain of sugar.https://www.barry-callebaut.com/sites/default/files/styles/paragraph_image_gallery_full/public/2018-12/Sugar-free-hersheys.jpg?itok=2kUuwjXu
The innocent world of free-from.https://www.barry-callebaut.com/sites/default/files/styles/paragraph_image_gallery_full/public/2018-12/vegan-chocolate.png?itok=K1XRcyIO