SUBSCRIBE

Breaking News on Food & Beverage Development - North AmericaEU edition | Asian edition

News > Markets

Loading...
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 GMT

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.

Subscribe to our FREE newsletter

Get FREE access to authoritative breaking news, videos, podcasts, webinars and white papers. SUBSCRIBE
New ingredient set to give caffeine a run for its money, supplier says

New ingredient set to give caffeine a run for its money, supplier says

Ingredient supplier Compound Solutions has introduced a nature identical version of theacrine branded as...

Cargill highlights cavity-fighting effect of Zerose erythritol at SupplySide West trade show

Cargill highlights cavity-fighting effect of Zerose erythritol at SupplySide West trade show

Research by Cargill shows its Zerose brand erythritol does more than just cut calories; ...

Bamboo fiber, protein beverages, and gummies: Hydrocolloid expert talks innovative delivery systems

Bamboo fiber, protein beverages, and gummies: Hydrocolloid expert talks innovative delivery systems

Beverages continue to be one of the hot beds for innovation when it comes...

Consumers say it’s natural if it comes from a plant: PureCircle

Consumers say it’s natural if it comes from a plant: PureCircle

Faith Son

vice president of global marketing and innovation, PureCircle

Cargill rides publicity wave with Trehalose functional ingredient

Cargill rides publicity wave with Trehalose functional ingredient

Cargill has weathered a potential media storm concerning its functional ingredient Trehalose.  The ingredient,...

Particulars of GRAS process leave it open to criticism, expert says

Particulars of GRAS process leave it open to criticism, expert says

The GRAS process as it stands in the United States is vulnerable to criticism...

Global ID: 'Demand for Non-GMO-Project verification doubled after Whole Foods put its GMO cards on the table...'

Global ID: 'Demand for Non-GMO-Project verification doubled after Whole Foods put its GMO cards on the table...'

The growth of the Non-GMO Project verification scheme has been nothing short of explosive...

Saturated fat guidelines out, food guidelines in?

Get rid of nutrients and focus on foods in guidelines, says sat fat researcher

Benoit Lamarche

Saturated fat researcher, Laval University

'It's business as usual': Davisco Foods on Agropur takeover

'It's business as usual': Davisco Foods on Agropur takeover

Polly Olson

Vice President of Business Development, Davisco Foods International

Snack trends 2014: Euromonitor says popcorn and thins

Euromonitor: Popcorn and thins epitomize ‘indulgence without the guilt’

Popcorn has exploded and thins have sliced into action in snacking – both riding...

InHarvest: Legumes, pulses steal spotlight from animal protein

At the 2014 Research Chefs Association Conference & Culinology Expo, FoodNavigator-USA caught up with...

SFA head: ‘A little term called class action suits’ is prompting GMO removal

SFA head: ‘A little term called class action suits’ is prompting GMO removal

Genetically modified organisms are safe and there is a need and place for them...

Could oats be the next gluten-free star?

Could oats be the next gluten-free star?

Oats, when the supply chain ensures no cross-contamination, are a gluten-free cereal grain. So...

Fed up: Probiotic research veteran issues global call to action

Fed up: Probiotic research veteran issues global call to action

Veteran probiotic researcher professor Gregor Reid is not a happy man. It’s time the...

GMO-free Cheerios: Did General Mills buckle to consumer pressure? Will the move backfire?

GMO-free Cheerios: Did General Mills buckle to consumer pressure? Will the move backfire?

General Mills’ move to go GMO-free on its flagship Cheerios brand has caused quite...

Irish firm offers (cheaper) heat resistant probiotics for infant formula

Irish firm offers (cheaper) heat resistant probiotics for infant formula

Sinéad Doherty, PhD

Founder, AnaBio Technologies

Key Industry Events

 

Access all events listing

Our events, Events from partners...