Millennial moms have a great deal of purchasing power, meaning that they also hold a lot of influence over food trends. From having a deep desire to make healthy, conscious choices for their families to seeking food products that enhance their busy lifestyles, Millennial moms have a unique set of priorities when shopping at the grocery store. Food and beverage products that are positioned to help them uphold these priorities and also solve specific challenges that they face in feeding their families are sure to be a hit among Millennial moms.
How can brands develop products that appeal to this influential demographic? Keep reading for our experts’ takes on the values and priorities of Millennial moms – and what brands can do to cater to their preferences.
Convenience is Key, But Nutrition is Non-negotiable
Millennial moms have a lot on their plates. Unlike previous generations, they are more likely to maintain a career while raising children. Furthermore, Millennial moms tend to place a lot of importance on cultivating their identities outside of being a mother, meaning that they often maintain an active lifestyle outside of the home. Pair that with the fact that Millennial moms value having their children engage in extracurricular activities, this generation of mothers is incredibly busy.
For that reason, when grocery shopping, Millennial moms are always on the lookout for solutions that can make feeding their families easier, faster, and more efficient. The caveat here is that they also want to ensure that their families are eating nutritious, home cooked meals. As Millennial moms are unwilling to sacrifice on health, food products that offer shortcuts for making healthy meals at home are going to be especially appealing to this demographic.
As such, food brands should consider highlighting the ways that their products can serve as mealtime solutions, while also making sure to emphasize their nutritional value. If a food product can be used in multiple ways, it can be especially helpful to highlight its versatility, as Millennial moms will appreciate being able to use one healthy product they can trust to meet different needs.
Innovate with Diverse Flavors & Ingredients
As Millennials grew up with more product variety than previous generations, mothers in this generation want their children to benefit from trying a diverse array of flavors and ingredients.
Although children are notoriously picky eaters, Millennial moms tend to encourage their children to try new things, which stems from a desire to have their children be well-rounded and open-minded.
As such, food and beverage products targeted towards children that step slightly outside of what is expected are going to be appealing to this demographic as they seek to expand their children’s horizons. Brands that operate in categories that cater to children should consider embracing innovative flavors and unique ingredients that go beyond what’s expected.
Food products that can make it fun for kids to try new things – especially healthy ingredients that they may otherwise be opposed to eating – will be particularly popular with Millennial moms. Brands should infuse their innovations for children with creativity and whimsy to help Millennial moms achieve their mission of having healthy kids who are open-minded about trying new foods.
Elevate Daily Life
Millennial women, in general, tend to be very conscious of social media trends. As mothers in this age group value cultivating their identities outside of motherhood, food and beverage products that help them get in on the latest trends in easy, accessible ways are sure to be a hit with this demographic. The sophisticated flavor and ingredient trend, for example, has largely been driven by Millennial women and presents a perfect opportunity for appealing to busy moms in this age group who are looking to elevate their everyday eating experiences. Think truffle and parmesan crackers or lavender blueberry flavored yogurt.
Although Millennial moms place a high value on healthy eating, they also care about achieving balance amidst the chaos of daily life. Food and beverage products that allow them to indulge and enjoy something special just for them can appeal to their desires to treat themselves. Brands should cater to this desire by innovating around indulgent flavor profiles and emphasizing how their products offer a much-deserved moment joy. Upscale dessert and cocktail inspired flavors offer exactly the kind of the escapism and indulgence that these consumers are looking for. Think red velvet cake popcorn, strawberry champagne gummies, or spiced chocolate ice cream.
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