Secondary data collected by marketing firm The Halo Group found that 65% of Millennials will look to well-established nutritionists for information about their food, followed by 58% of dieticians, 57% family and friends, and 54% personal trainer.
It’s safe to say, Millennials are the most health-conscious generation, according to the report, and it’s going to take more to sway them than just popular on-pack call-outs. “Millennials are turning to the Internet to educate themselves on functional ingredients and how to use them,” the report said.
Proving this point, the report cited data from Think with Google, which said that the top five videos on YouTube about ways to consume turmeric have a combined 3.9 million views. Trailing behind that is apple cider vinegar, cauliflower rice, bone broth, and avocado oil.
It’s the back story
“Millennial consumers are less interested in calories, fat, sugar, and so on,” Mark Sutter, The Halo group’s chief branding officer, told FoodNavigator-USA. “[They] are more influenced by the brand story behind the products they are consuming. By focusing on aspects of the products identity—such as authenticity, origin, certification—millennials are buying into the brand story, not just the product.”
This approach is mirrored in Kashi’s cereal box design, which was relaunched in July of 2016. It opted for a minimalist look, with editorial-like features on the back telling the stories of Kashi’s employees or farmers, as well as stories of the ingredients used in the products.
“For millennials, food is now viewed as an experience, a way to be adventurous while also using food to be social,” Sutter added. “In order to feel a true emotional connection, the brand identity must align with its consumer’s identity, making the consumer feel like they are part of the brand’s story rather than just a consumer of a product.”
Here's the infographic of the report, courtesy of The Halo Group: