Simple Ingredient Trend

January 2015

According to Neil Howe and William Strauss, credited with coining the term “Millennials,” the generation includes those born between 1982 and about 2004, entering adulthood at the dawn of the new millennium. Members of this key demographic are now in their twenties and thirties, and according to Innova Research, make up about a third of the global population.

For food manufacturers, a more relevant segment is the subset of Millennial Moms. Until recently, this group was considered somewhat niche, but with more than one in five moms now a “Millennial Mom” and with 68% of all babies being born to this group, their importance will continue to grow. For food brands and retailers, winning their loyalty as they move into a new life stage and establish new brand preferences is paramount. There are a few things to note when tackling the challenge.

 

graph2

 

Millennial Moms Are Influencing Others

Compared to other mom segments, Millennial Moms spend more time online and spend an average of 17.4 hours per week with their social networks. While this is hardly surprising, it is also true that they use this time to provide opinions and recommendations at much higher rate than other moms. In an age where friends and peers are trusted more than ever before, brands that don’t respond to the concerns of Millennial Moms are likely to encounter difficulties.

Millennial Moms Seek Out Simple Ingredients

Becoming a mom comes with the added responsibility of making good choices for the whole family. Moms overall take a keen interest in food labels of products they plan to feed their children. But Millennial Moms are elevating expectations. They have a fear that artificial colors, sweeteners and other ingredients could have adverse effects on their kids, even in cases where little scientific evidence exists to support those fears. More than other moms, Millennials are not only reading labels but actively avoiding certain ingredients. They are the driving force behind clean and simple formulations.

Source: KRC Research/Weber Shandwick
Source: Sensient Colors H&W Study

Related Posts

Is Glow-in-the-Dark the Next Food Trend? Meet the GLO-NUT

Mothers Know Best: How Moms are Influencing the Food and Beverage Industry

How Big Food is Taking on a World of Picky Eaters

Kraft Heinz Doubles Oscar Mayer’s Marketing Budget to Promote Natural Ingredients

The Magically Colorful Unicorn Trend

A Colorful Twist on a Sweet & Salty Snack

Food Color Effect on Older Consumers

Dunkin’ Donuts and Baskin-Robbins Removing Artificial Colors by End of 2018

Food Color is as Important as Taste

Myth or Fact? Artificially-Colored Foods Are Bad for You

Further Concerns Over the Safety of Titanium Dioxide

Panera is 100% Additive-Free

Formulators Taking Solution-Approach to Natural

Consumers Emphasizing Ingredients on Food Labels

#TBT A Look Back at the Co-Creation of the Food Coloring Business

8 Foods You Would Never Guess Were Artificially Colored

Color of Food Guides our Brains

Naturally Coloring the Beverage Industry

Are Autumn Leaves the Next Source of Natural Color?

Food Colors Market to Reach $3.75 Billion by 2022

Spirulina Algae: Next Natural Food Trend

Why Blue Foods Are Perceived Less Natural

Big Brands Clean Up Portfolios for Consumers

Natural Colors Linked to Positive Health Effects

Many Food Companies are Cooking Up New Natural Recipes

European Food Safety Authority (EFSA) Continues Research on the Safety of Titanium Dioxide

A Deep Look into Spirulina: an Emerging and Popular Natural Color Source

Does Mac&Cheese Lead the ‘Free-From’ Trend?

Why Wegmans Removed Artificial Colors in their Icings

Food Companies Are Not Phasing Out Artificial Colors Fast Enough for Some

Heinz Removing Artificial Colors from Pickles

Kraft Launching Jell-O Line Without Artificial Colors

McDonald’s Removing Artificial Colors from Iconic Chicken Nuggets

Natural Colors ‘Upsurge’ in 2016 Market Share

Consumers Are Influenced by the Color of their Food