Millennials are ‘the most health-conscious generation ever,’ says report by The Halo Group

By Adi Menayang

- Last updated on GMT

Photo: iStock/oneinchpunch
Photo: iStock/oneinchpunch

Related tags Vinegar Cider Brand management

From certification seals to romance text to website blog posts, many packaged food and beverage brands put a lot of thought (and resources) into creating convincing nutrition-related arguments to persuade buyers. But among Millennials, only 26% of them actually pay attention to these.

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:


Related topics Markets Health and Wellness

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1 comment

"Millennials" is an old fashioned demographic label

Posted by Sophia Nadur,

I think putting folks into demographic "boxes" is old fashioned, Adi (The Halo Group), since folks across demographic divides are sharing more and more the same desires for authenticity, origin and transparency. It's why big brands are struggling regardless of what they try to do re marketing & NPD. It's why we're seeing that, although millennials are our most devoted Tg green tea advocates, the healthy startup drinks brand is enjoying strong interest from Gen Zs and "Empty Nesters".

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