White paper:
Millennials: It’s Complicated

“Millennials: It’s Complicated” explores the latest research about a vitally important generation of consumers to help food and beverage companies make sense of this growing and complex demographic. Discover how the food-buying habits and purchase drivers of millennials differ from those of previous generations, gain insight into the reasoning behind their apparently conflicted behaviors and learn how you can capitalize on their increasing spending power as this generation asserts its dominance in the marketplace.

This white paper unpacks findings from a recent study conducted by Northern Kentucky University on millennials’ adventurous eating habits and unique food-buying preferences as well as analyzes data from the latest Sweetener360, a custom research segmentation study commissioned by the Corn Refiners Association and conducted in part by Mintel Consulting and Nielsen. From this extensive data, we’ve pulled several unique insights and uncovered the opportunities for further research on this crucially important generation of consumers.

Key questions addressed in the white paper:

  • What factors matter most to millennials when making purchase decisions?
  • How can marketers appeal to millennials’ paradoxical preferences and conflicting values?
  • What ingredients, if any, do millennials try to avoid? How do their concerns about nutrition differ from those of older generations?

Millennials: It’s Complicated

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Millennials: It’s Complicated

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MINTEL STUDY:
FEWER THAN 3% OF SHOPPERS SPECIFICALLY AVOID HFCS IN 12 HIGH-VOLUME F&B CATEGORIES

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Mintel Study:
Examines Consumer Concern Across 12 Top F&B Categories

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MINTEL STUDY:
CONSUMERS ARE CHOOSING F&B BRANDS BASED ON TOTAL SUGARS

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MINTEL STUDY:
ACROSS BRANDS, CONSUMERS AVOID TOTAL SUGARS MORE THAN SPECIFIC TYPES

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MINTEL STUDY:
More Grocery Shoppers Concerned About Added Sugar Than HFCS

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Schedule your free GenerationWhy presentation today.

GenerationWhy is an unprecedented consumer research study that analyzes millennials and their attitudes around food and beverage ingredients. GenerationWhy is a custom study commissioned by the Corn Refiners Association. Respondents for the quantitative survey phase of the study were provided by Ipsos. Millennial participants in the qualitative phase were sourced through BuzzFeed.

WHAT’S THE RIGHT MIX FOR REACHING MILLENNIALS?

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Welcome

When it comes to sweeteners, making the right choice is critical to your brand and your bottom line.

At Corn Naturally, we'll help you make informed decisions with the latest facts on high fructose corn syrup (HFCS) from leading independent experts, including Mintel, Nielsen, NPD and top members and organizations of the scientific community. Come here for the tools and resources you need to make sound sweetener decisions.

How can Corn Naturally help me?

You may have specific questions and concerns related to your industry. Here's how Corn Naturally can help you find answers.

  • Food & Beverage Manufacturers

    Are you considering a change in sweeteners used in your products? Before you act, get the facts. Find out what consumers really think about HFCS, understand the true cost of reformulation and learn the latest on sweetener science at Corn Naturally.

    For answers on the concerns facing your industry, go to the Food and Beverage Manufacturers page.

  • Grocery Retailers

    Wondering how the sweetener debate fits into your retail strategy? At Corn Naturally, you can see what independent, expert research and real-world data reveal about true consumer attitudes toward HFCS and actual purchasing behavior.

    For answers on the concerns facing your industry, go to the Grocery Retailers page.

  • Chain Restaurants

    Will adding HFCS-free products to the menu increase sales? Find out what consumers really think of HFCS and how reformulating can impact your operating costs at Corn Naturally.

    For answers on the concerns facing your industry, go to the Chain Restaurants page.