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Dispatches from SupplySide West 2011

Are Millennials the next big opportunity for the natural product industry?

By Stephen Daniells , 20-Oct-2011
Last updated on 20-Oct-2011 at 14:35 GMT2011-10-20T14:35:03Z

Are Millennials the next big opportunity for the natural product industry?

Manufacturers need to think about the market potential of Millennials (Generation Y), but understanding how they differ from Boomer is key, says a well-known marketing expert.

Speaking with NutraIngredients-USA at the SupplySide West show in Las Vegas, Jeff Hilton, president and co-founder of the Integrated Marketing Group (IMG), explained that Millenials have a “whole different mindset about supplementation and natural” than Boomers, and manufacturers should think about that.

“I think Millennials are looking to anything that can facilitate their lifestyle, so energy is a big one, focus and concentration is another.

“Millennials are very brand loyal, but they to be very loyal to niche brands – they tend to mostly big brand averse,” said Hilton.

“They have selective loyalty.

“They can embrace natural but they are OK with drugs,” he added.

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