“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?