Millennials are now waking up to new realities and, with more people in that generation of consumers becoming parents, they are now engaging in more adult-centric activities, said The Hartman Group President and CEO Laurie Demerritt in a recent webinar.
When men and women from this generation leave their parents’ households, they are experimenting with a lot of new foods and brands.
“Millennials are just more open to choice and change than any other generation,” Demerritt said. “This rebellion is relatively transitory – most strike a balance between the food habits of their parents and their own preferences and needs.”
However, millennials retain some of their adventurous eating habits, even when children become part of the household.
“It really says something about your food values when you tell other people what your kids are eating,” Demerritt said.
Millennials are the most optimistic generation, but their optimism lessens as they look beyond their immediate communities. And millennial parents are more optimistic than those without children that the quality of life will get better in all areas.
“Eating good food” is at the heart of wellness, the culture of which has shifted from being reactive to being proactive. Good food is not necessarily nutritional food – it can be things that are relatively indulgent – but they are foods that are seen by consumers as “more real.” Millennials are taking a big-picture approach as they look at health.
Other platforms of wellness include staying connected, being active and resting.
“It used to be that consumers would brag about how little sleep they needed,” Demerritt said. “Now it’s becoming more of a badge of honor that they get a good night’s sleep.”