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

News > Markets

Loading...

Functional teas are a real driver for Boomers: Marketing guru

By Stephen DANIELLS , 01-Aug-2013
Last updated the 01-Aug-2013 at 15:50 GMT

Success with Boomers – people born from 1946 to 1964 – is dependent on tapping into what they know, with functional teas a particularly hot driver, says marketing guru Jeff Hilton.

Speaking with FoodNavigator-USA at the recent IFT Annual Meeting and Expo, Hilton, chief marketing officer for BrandHive, explained that “in terms of lifestyle and attitudes, boomers are a bit more traditional, they tend to be more solution-driven, which is part of what’s driving the move to condition-specific in a number of categories, they tend to be more brand loyal, more trusting of brands, they tend to be more trusting of traditional advertising and communications."

Boomers still account for about 50% of all consumer packaged goods spending in the United States – and it is only set to increase in the years ahead, according to Nielsen. A report from the market researcher predicted that the demographic will control 70% of disposable income in the US over the next five years.

Hilton said that, for Boomers, they like what they know: “Protein and fiber”. Protein is going through a huge rejuvenation, he noted, and the attraction for Boomers is partly because they know protein, they know the benefits. Omega’s are the same, he said. “I think they are comfortable ingredients for boomers.

“Functional tea is really a driver for boomers. We grew up with teas. We know teas. We consume teas. So, you add functionality to teas? That makes sense, that’s logical for us.”

On the flip side, Millennials are much less brand loyal, particularly big brands,he said. “They are more niche brand loyal; they are more apt to be looking for products that enhance their lifestyle.”

 “For Millennials, there’s much more openness to innovative ingredients; like coconut water for fitness and activities.”

Convenience?

On the topic of convenience, Hilton said that both groups are looking for it, but they’re driven from a different place.

“Boomers have so much in their lives, so they need something convenient. Millennials are a little bit more ambivalent. If it fits their lifestyle and fits with their agenda then great. If not, then no big deal.” 

Related products

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...

Bread in terminal decline? 'We’re actually very positive about the future of grain-based foods,' says Ardent Mills

Bread in terminal decline? 'We’re actually very positive about the future of grain-based foods,' says Ardent Mills

Lackluster sales of packaged bread & ready-to-eat cereals might suggest that years of carb-bashing...

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

Conservative North American dairy more 'open to innovation': Chr Hansen

Conservative North American dairy more 'open to innovation': Chr Hansen

Roy Riley

Marketing Director Cultures and Enzymes, Chr Hansen

Unilever joins with Solidaridad to tackle sustainable sugar cane challenge

Unilever joins with Solidaridad to tackle sustainable sugar cane challenge

Dirk Jan de With

VP Procurement Ingredients & Sustainability, Unilever

Key Industry Events

 

Access all events listing

Our events, Events from partners...