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Millennials are taking supplements and consuming functional foods and beverages, but their buying patterns, desires and loyalty are unlike their predecessors. Millennials bring an estimated 80 million supplement users to the market, and they love to drink water variations, according to Lori Colman, co-CEO; and Sarah Flagg, senior account executive, CBD Marketing in this podcast with Sandy Almendarez, editor in chief, INSIDER.
Millennials are taking supplements and consuming functional foods and beverages, but their buying patterns, desires and loyalty are unlike their predecessors. Millennials bring an estimated 80 million supplement users to the market, and they love to drink water variations, according to Lori Colman, co-CEO; and Sarah Flagg, senior account executive, CBD Marketing in this podcast with Sandy Almendarez, editor in chief, INSIDER. They cover
Why are Millennials are important to this industry, and why it is important it is to track their changing habits, likes and dislikes on a regular basis
How most Millennials take two supplements a day, but they aren’t taking the energy-boosters previously associated with young consumers
The food and beverage trends that are capturing Millennial interest, including transparency, fermentation, coffee/tea and water.
Colman and Flagg are speaking at the SupplySide West Workshop, “How Millennials Are Transforming Modern Marketing” on Tuesday, September 26 at 9 a.m. to noon. Visit supplysideshow.com or more information and to get registered.
Check out Colman and Flagg’s article in INSIDER’s Marketing to Generation Influencers Digital Magazine for more market data on Millennial supplement, and food and beverage use.
VP of Content, Informa
• Well-known subject matter expert within the health & nutrition industry with more than 15 years’ experience reporting on natural products.
• She cares a lot about how healthy products are made, where their ingredients are sourced and how they affect human health.
• She knows that it’s the people behind the businesses — their motivations, feelings and emotions — drive industry growth, so that’s where she looks for content opportunities.
Sandy Almendarez is VP of Content for SupplySide and an award-winning journalist. She oversees the editorial and content marketing teams for the B2B media brands Natural Products Insider and Food and Beverage Insider, the education programming for the health and nutrition trade shows SupplySide East and SupplySide West, and community engagement across the SupplySide portfolio. She is a seasoned content strategist with a passion for health, good nutrition, sustainability and inclusion. With over 15 years of experience in the health and nutrition industry, Sandy brings a wealth of knowledge to her role as a content-focused business leader. With specialization in topics ranging from product development to content engagement, creative marketing and c-suite decision making, her work is known for its engaging style and its relevance for business leaders in the health and nutrition industry.
In her free time, Sandy loves running, drinking hot tea and watching her two kids grow up. She brews her own “Sandbucha” homemade kombucha; she’s happy to share if you’re ever in Phoenix!
Arizona State University
Sarah is a senior analyst and senior account executive at CBD Marketing in Chicago. She’s also known as the agency’s CMO—Chief Millennial Officer. Her work focuses on mining data to inform business decision-making for the agency’s food and beverage clients.
At CBD, she works with global brands as well as regional and niche marketers. Sarah leverages CBD’s robust analytic and software tools to craft insights and reporting based on deep dives into public content across a variety of platforms: news sites, forums, blogs, social media platforms and other public channels. Reporting includes brand analysis, trend and preference reporting, regulatory tracking, competitor tracking, innovation-new product research, consumer sentiment tracking and much more. It’s a veritable playground of data! Sarah is a graduate of the University of Missouri, School of Journalism.
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