SUBSCRIBE

Breaking News on Supplements, Health & Nutrition - North AmericaEU edition

News > Markets

Read more breaking news

 

 
Dispatches from SupplySide West 2011

Are Millennials the next big opportunity for the natural product industry?

By Stephen Daniells , 20-Oct-2011
Last updated on 20-Oct-2011 at 14:35 GMT2011-10-20T14:35:03Z

Are Millennials the next big opportunity for the natural product industry?

Manufacturers need to think about the market potential of Millennials (Generation Y), but understanding how they differ from Boomer is key, says a well-known marketing expert.

Speaking with NutraIngredients-USA at the SupplySide West show in Las Vegas, Jeff Hilton, president and co-founder of the Integrated Marketing Group (IMG), explained that Millenials have a “whole different mindset about supplementation and natural” than Boomers, and manufacturers should think about that.

“I think Millennials are looking to anything that can facilitate their lifestyle, so energy is a big one, focus and concentration is another.

“Millennials are very brand loyal, but they to be very loyal to niche brands – they tend to mostly big brand averse,” said Hilton.

“They have selective loyalty.

“They can embrace natural but they are OK with drugs,” he added.

Related products

It's time to put whey and casein back together, exec says

It's time to put whey and casein back together, exec says

Cutting milk proteins apart has been all the rage in recent years. But Benoit...

Consumer vox pop on anti-aging ‘beauty from within’ supplements

Vox Pop: What does ‘beauty from within’ mean to consumers?

Stopping several unsuspecting passers-by in downtown Chicago, we gathered some consumer thoughts on the...

Personalised nutrition: Listening to the gut microbiome

Personalised nutrition: Listening to the gut microbiome

Tal Korem

Professor, Weizmann Institute of Science

Personalised nutrition held back by ‘lack of trust and transparency’

Personalised nutrition held back by ‘lack of trust and transparency’

Nard Clabbers

senior business developer, personalised nutrition and health , TNO

Lallemand’s Lafti L10 may aid URTI symptoms in elite athletes

Probiotics in sports nutrition? Lallemand’s Lafti L10 studied for immune support in athletes

A double-blind, placebo controlled study on elite athletes found that the dairy-derived Lactobacillus helveticus...

Probiotics for women health 'needs to be the future': Experts

Probiotics for women health 'needs to be the future': Experts

New research is bringing to light the role microbes in women’s bodies play in...

Whole, natural fiber works best to protect gut mucosal layer

Whole, natural fiber works best to protect gut mucosal layer, researcher says

Dietary fiber plays an important role in protecting the gut’s mucosal layer, according to...

Multispecies approach builds a better probiotic team, Winclove believes

Multispecies approach builds a better probiotic team, Winclove believes

The gut microbiota consists of hundreds of species, and probiotics supplier Winclove believes a...

Breast milk seen as source of prebiotic ingredients

Breast milk seen as source of prebiotic ingredients

Human breast milk is a novel source of interesting prebiotic candidates, attendees at the...

Overcoming the taboo of vaginal health – the next frontier of probiotics

Overcoming the taboo of vaginal health – the next frontier of probiotics

A paradigm shift is needed to force delicate women’s health issues like vaginal infections...

Lab meat, plant proteins and insects: Which alternative proteins will feed the world?

Lab meat, plant proteins and insects: Which alternative proteins will feed the world?

The quest for alternatives to animal-derived proteins has led to a huge amount of...

African probiotic project reaching 10,000 infants a day

African probiotic project reaching 10,000 infants a day

Professor Gregor Reid

Chair , University of Western Ontario & Human Microbiology and...

UK researcher backs supplements for omega-3 intakes

UK researcher backs supplements for boosting omega-3 intakes

Philip Calder

Professor, University of Southamption

‘You think Red Bull’s just gonna roll over? It’s not gonna happen!’

‘You think Red Bull’s just gonna roll over? It’s not gonna happen!’ Expert warns wannabes

Beverage brand development guru James Tonkin has warned wannabe entrepreneurs that going up against...

Coffee may hydrate athletes just like water: Researcher

Coffee may hydrate athletes just like water: Researcher

Sophie Killer

Doctoral researcher, Loughborough University

Caffeine in small doses and during training may boost performance

Caffeine taken during training and even in small doses may boost sports performance: Researcher

Sophie Killer

Doctoral researcher in exercise metabolism and performance nutrition

Psychobiotics can feed gut-brain health axis: 'It’s really an exciting frontier,' says professor

Psychobiotics can feed gut-brain health axis: 'It’s really an exciting frontier,' says professor

Professor John Cryan

Chair and head of the Department of Anatomy and Neuroscience,...

Algatech: Functional food on astaxanthin horizon

Algatech: Functional food on astaxanthin horizon

Israeli firm Algatechnologies will work towards gaining approval for its astaxanthin as a novel...

Key Industry Events