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September 24, 2013
ABA SmartBrief Special Report
News for the non-alcoholic refreshment beverage industry
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Millennials and their contribution to the marketplace, Part 1
Millennials, or Generation Y, are known as the the demographic born in the early 1980s to the early 2000s.

In research around the demographic, Tetra Pak US & Canada has found that Millennials want to be empowered and are attracted to brands that creatively and authentically represent their coolness. They are attracted to products that they can quickly assess as being healthy, eco-friendly, and easy to grab, carry, store and recycle –- all in one obviously sustainable package. Millennials favor brands and packaging solutions that reflect their environmentally conscious and minimalist style.

According to Suley Muratoglu, vice president of marketing and product management at Tetra Pak US & Canada, "what [Millennials] want with respect to foods and beverages is convenience; fresh and healthy offerings; greater variety of flavors and options; products that are natural and/or organic; and value -- which is not always about price. Yet they are focused on purchasing at the best price possible and have little brand or retailer loyalty." (Tetra Pak US & Canada is the sponsor of this Special Report.)

This two-part Special Report will examine their contribution to the consumer packaged goods industry. Part 1, below, looks at general trends among the Millennial demographic in the consumer packaged goods and beverage industry. Part 2, which will be published Thursday, will drill deeper into the trends in the beverage industry among Millennials.
Millennials are looking for the "whole package"
Authentic, varied, minimalistic, environmentally conscious.
Millennials are looking for brands that deliver the "whole package". And they believe cartons to be healthier, keep food tasting fresher, and easy to recycle.
Find out more at doingwhatsgood.us
Industry Insight 
  • Consumer sentiment among Millennials drives index up
    Millennials drove an increase in the second quarter in the IRI?s Shopper Sentiment Index, from 85 in 2012 to 94 in the second quarter. "We have been watching the Millennial segment for some time now, and they have struggled more than most throughout the downturn," said Susan Viamari, editor of IRI?s Times & Trends report. "The recent uptick during the past couple of months may or may not signify a changing tide, so we?ll certainly be monitoring this group closely in the days and months ahead." Supermarket News (free registration) (8/6) LinkedInFacebookTwitterEmail this Story
  • CPG marketing differs for Millennials, other demographics
    Marketing for Millennials can be fluid because the demographic is more willing to try innovative ingredients, such as coconut water, BrandHive Chief Marketing Officer Jeff Hilton says. Boomers are expected to account for 70% of disposable income during the next five years, Nielsen says. FoodNavigator (8/1) LinkedInFacebookTwitterEmail this Story
Millennials view taking care of themselves and the environment as one in the same, and they are doing it by living smaller and buying smarter. They have adopted a more simple way of life that prioritizes making selective choices, economizing and reducing waste. -- Suley Muratoglu, VP Marketing & Product Management, Tetra Pak US & Canada

Millennials want eco-friendly in a cool package
Millennials want to be empowered and are attracted to brands that creatively and authentically represent their coolness. They are attracted to products that they can quickly assess as being healthy, eco-friendly, and easy to grab, carry, store and recycle — all in one obviously sustainable package.
Find out more at doingwhatsgood.us
In the News 
  • What are Millennials spending money on?
    America's 80 million Millennial consumers are on track to account for about 30% of all retail sales by 2020, but the group can be a tricky demographic when it comes to figuring out what they'll choose to spend on, according to recent studies. Gen Y consumers love to shop but make fewer purchases than their older counterparts, according to NPD Group, in part because they love a bargain and in part because many of them have less money. Time.com (9/11) LinkedInFacebookTwitterEmail this Story
  • Millennials spend least on groceries in survey of four generations   Food Product Design (9/11) LinkedInFacebookTwitterEmail this Story
  • Dairy, produce, meat, frozen foods top categories Millennials spend money on in grocery store   The Gourmet Retailer (8/29) LinkedInFacebookTwitterEmail this Story
Millennials are attracted to products that they can quickly assess as being healthy, eco-friendly, and easy to grab, carry, store and recycle ?- all in one obviously sustainable package. Millennials favor brands and packaging solutions that reflect their environmentally conscious and minimalist style. -- Suley Muratoglu, VP Marketing & Product Management, Tetra Pak US & Canada

Cartons hit the mark with Millennials
Research conducted by Brand Amplitude in 2012 showed that Millennials age 24-35 perceive the most important benefits of carton packaging to be that it is healthier, keeps food tasting fresher, and is easy to recycle.
Find out more at doingwhatsgood.us
SmartStat From Our Sponsor 
Millennials age 24 to 35 perceive the most important benefits of carton packaging to be that it is healthier, keeps food tasting fresher and is easy to recycle.
-- Brand Amplitude research in 2012, provided by Tetra Pak US & Canada

  

Product announcements appearing in SmartBrief are paid advertisements and do not reflect actual ABA endorsements. The news reported in SmartBrief does not necessarily reflect the official position of ABA.
 
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