As we talk about in our blog about Millennial food brands, you need to capture the Millennial market if you want your product to enjoy lasting success. One factor to consider when marketing to Millennials is that they are more concerned with healthy eating than any other generation. So, what kinds of foods are resonating with health-conscious young people? In this week’s blog, HSR Associates talks about Millennial health trends and what they mean for the food product industry.
Millennial Health Trends and the Products that Play Into Them
Health trends constantly come and go, but we’ve identified some major ones that have staying power with Millennials.
Veganism and Vegetarianism
According to Forbes, Millennials lead other age groups in veganism/vegetarianism. Whether it’s for ethical, health, or environmental reasons, this is no passing fad. 70% of the global population is reducing or eliminating meat consumption, and 2015-2018 saw a massive 600% increase in people identifying as vegans in the US.
Sales show that young consumers want vegan alternatives that are indulgent and match the “real thing” in taste and texture. Here are some of the big players riding the wave of this trend:
- Halo Top’s vegan, low-calorie ice creams played a huge role in the company managing to surpass Ben & Jerry’s in popularity.
- Daiya vegan cheeses taste, shred, and melt just like “real” cheese.
- Sales of Beyond Meat and other vegan “meat” products are rising steadily. Tech teams are promising cruelty-free lab-grown meat by 2022.
Artisanal Products
Millennials struggle with student loans, healthcare, and other financial concerns. Yet sales show that they’re willing to pay a premium for “artisan” food and beverage products. Bottled cold brew coffee, craft beer, and locally-produced foods tend to be more expensive than their big-brand counterparts, so why are they so hot?
Millennials want products that are natural, local, health-conscious, and eco-friendly. Artisanal-branded products hit these marks. Millennials are staying away from complicated ingredient lists – they want products that feel more homemade, and perceive these products to be healthier and tastier. Millennials believe that a few extra bucks (even if it really adds up) is a small price to pay for better health and wellness.
Ingredients aside, we can argue that a lot of what makes a product “artisanal” can be chalked up to branding and marketing. That means this trend is a great opportunity for you to brand your product in a way that appeals to Millennials. Ideally, your product will be the best of both worlds – genuinely “authentic” and healthy, and marketed as such.
New Diet Trends
Keto, gluten-free, paleo – Business Insider names each of these diets as Millennial health trends. What’s their appeal? Like artisanal products, they are examples of the authentic, natural qualities that Millennials value. Products that fall into these diets emphasize healthy fats, vegetables, and protein over processed sugars and chemical preservatives. These diets also market themselves as easy to understand and therefore easy to maintain. They play into the Millennial preference for brands that are simple and transparent.
HSR Associates Understands Millennial Health Trends
Can your product play into one of these trends? We can help you figure out the most effective ways to sell to the huge Millennial market. The food marketing consultants at 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 steve@hsrassociates.net.
More great ideas to come from our food product development experts! Stay tuned…………..