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SupplySide West Podcast: Capturing Millennials with the Softer Side of Health

Millennials view food and health differently than Boomers and Gen X'ers. Millennials want food from brands with values, missions and purposes that align with their own ideals of improving the world. For them, health is not a blood pressure level or a body mass index (BMI); health is experiencing happiness, energy and vibrancy. Food and supplement brands can tap into theses mindsets by offering natural, safe and efficacious products, and using the right communication to explain the brand story, according to Amanda Hartt, market research manager, New Hope Network's NEXT data and insights team.

Sandy Almendarez

January 17, 2018

Millennials view food and health differently than Boomers and Gen X’ers. Millennials want food from brands with values, missions and purposes that align with their own ideals of improving the world. For them, health is not a blood pressure level or a body mass index (BMI); health is experiencing happiness, energy and vibrancy. Food and supplement brands can tap into theses mindsets by offering natural, safe and efficacious products, and using the right communication to explain the brand story, according to Amanda Hartt, market research manager, New Hope Network’s NEXT data and insights team. In this podcast with Sandy Almendarez, editor in chief, INSIDER, Hartt discusses:

  • The cultural awakening where consumers feel an erosion of trust in conventional food system causing them to seek whole, unprocessed foods provided by mission-, purpose-driven brands in the natural and organic sector.

  • How Millennials look to food to improve their lives, how they hold a reverence for everything that goes into their bodies, and how they care about a food brands’ story.

  • Millennials’ trust in supplements, which is higher than older generations, and how they pride themselves on their supplement use rather than prescription drug use.

Hart spoke at the SupplySide West 2017 Workshop “How Millennials Are Transforming Modern Marketing.”

Get more information on Millennials from SupplySide West speakers:

About the Author(s)

Sandy Almendarez

editor in chief, Informa

Sandy Almendarez entered the natural products industry in 2009 when she joined Virgo Publishing (now Informa Exhibitions) as an assistant editor. Since then, she's worked her way up to editor in chief where she writes, edits and manages content for INSIDER. Under Sandy’s direction, INSIDER has won editorial awards from Folio: every year since 2014, including B2B Editorial Team of the Year in 2015.

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