Special edition: Life stages 2012…

BASF: Millennials love new delivery formats… Above all, they love snacks!

By Elaine WATSON

- Last updated on GMT

BASF: Millennials believe that the content of their food is increasingly important. For example, is it natural and sustainable?
BASF: Millennials believe that the content of their food is increasingly important. For example, is it natural and sustainable?
We’ve heard from the branding experts and the market researchers. But what do ingredients firms working with some of the biggest names in food, beverages and supplements think about how to target Millennials?

One thing that is clear, says BASF, is that while most 20-year olds are not losing sleep over furring up their arteries, losing their marbles or getting type II diabetes, they are thinking about their health, probably much more than their parents did at the same age.

“Millennials grew up in healthier homes than previous generations so have a greater awareness for health-enhancing ingredients”, ​John Gehbauer, marketing manager, human nutrition, North America, at BASF, told FoodNavigator-USA.

Weight management, immunity and digestion

scales-and-cake-istock
Millennials are worried about managing their weight, immunity and digestion

Formulating and marketing healthy ingredients and products at people aged 16-30 vs boomers requires a “different approach based on different concerns​”, he says.

“They are concerned about blood pressure and cholesterol along with weight management, immunity and digestion.

“Compared to other population segments, they are also more concerned about tiredness, stress, cancer and depression.”

However, Millennials are not as keen on pill-popping as their parents and reaching them means thinking more about new, convenient, delivery formats, says Gehbauer.

“Millennials look for products that help meet their healthy goals and are especially fond of snacks, ready meals and energy drinks. 

“They love new delivery formats such as gums and chewable candies. Above all, they love snacks!”

Above all they want convenience, he says: “They want convenient meals, simpler instructions, serving ideas and other times savers.”

Is it natural and sustainable?

While concerns about clean-labeling and sustainability are often linked to socio demographic status (the more money you have, the more you can afford to care about these things), there is also an age bias, he says.

“Millennials believe that the content of their food is increasingly important. For example, is it natural and sustainable?

“Millennials prefer purchasing from companies whose mission includes sustainability.”

Finally, while younger people can sometimes seem harder to reach than ever before, the internet offers brand marketers new opportunities to connect with Millennials, he says.

“Social media plays an integral part of their lives and offers tremendous opportunities for us to reach them with our products and messages.”

Click here to read about what branding experts think about marketing to Millennials.

Click here to read about what market researchers think about Millennials.

FoodNavigator-USA and NutraIngredients-USA are hosting an online conference on October 2 focusing on marketing to consumers at different life stages, from infants to baby boomers.

Click here​ to find out more and to register.

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