Dispatches from SupplySide West 2011

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

By Stephen Daniells

- Last updated on GMT

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.

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