Baby boomers are still the largest living generation in the United States – but their kids are poised to overtake them in 2019. These days, it’s impossible to market a new food product successfully without making sure to appeal to millennial consumers (ages 22-37). What makes this demographic tick? What captures their attention, and how can you separate your product from the competition? In this week’s HSR Associates blog, we’ll be looking at the average millennial, food brands and products that wow them, and how to market a food product to this valuable demographic.
What Makes Your Product Great?
No amount of money or marketing will help if you don’t have a great product to begin with. Millennials aren’t restricted to their local grocery stores – they can find and purchase pretty much anything they want with the click of a button. Millennials have seen it all. So how does your product stand out?
- It’s unique and different – in a certain way. Millennials value brands that are unique in their simplicity, transparency, and authenticity. They want products that are natural, local, health-conscious, and eco-friendly. In other words, Millennials are rejecting the huge corporate brands and products that have dominated the food industry.
- It fills a hole in the market. Popular Millennial food brands of gluten-free bread and alcohol-free spirits enjoy success because they are delicious and high-quality, while filling newly-discovered holes in the market.
- It caters to a market segment. We know what Millennials want, but how do we market to them? Millennials respond to marketing that has narrative appeal. Telling a story can make a brand feel more personal and authentic. It’s also an opportunity to speak to Millennials’ values. Today’s young people do more volunteer work than any other generation, and they prioritize their ability to make a difference in the world. How can you convey similar values through your marketing?
- It’s part of a trend, but not a fad. The gluten-free bread we mentioned isn’t just a fad. The rise in quality and availability of gluten-free products speaks to the inclusive, health-conscious values of Millennials. These values aren’t likely to fade anytime soon. The cabbage soup diet, on the other hand, is a fad that probably won’t have staying power on every Millennial’s grocery list.
Millennial Food Brands and HSR Associates
The food marketing consultants at HSR Associates understand how to emphasize features and benefits that speak to a Millennial. Food brands won’t get far in today’s market without capturing value-conscious young consumers. HSR ASSOCIATES specializes in developing new food products and bringing them to market. We provide all the services necessary, from Kitchen To Marketplace. Contact us today at email@example.com.
More great ideas to come from our food product development experts! Stay tuned…………..