4 Surprising Things Getting a Boost From Millennials’ “Natural” Obsession

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

Young consumers’ increasing interest in all things “natural” is moving beyond the expected industries, and giving these four things a major boost…

Millennials' and Gen Z's interest in all things healthy-living is showing no sign of slowing down. Young consumers aren't seeing all fat as the enemy, and for them dieting doesn’t necessarily mean low-cal, instead eating “natural” has become their priority. This preference for “natural,” “clean” ingredients has already made its mark on multiple industries. Once-popular but less-than-healthy foods, of course, were the first to feel the heat. With young consumers not drinking sweet carbonated beverages the way they used to, PepsiCo reports that almost half of its revenue now comes from healthy foods. The brand pledged to cut calories from their sugary drinks but has been moving at a “glacial pace.” Instead, almost half of their revenue is now coming from their “guilt-free” product category, like Baked Lay’s and Naked juices, 25% from “everyday nutrition” like water and healthier snacks, and the brand is admitting soda is “becoming a smaller part of” their future. Young consumers’ preoccupation with health has also caused a yogurt problem for General Mills, where sales in the category have nosedived 15%. The downturn is likely due to the new perspective that sugar, not fat, is the real diet evil—a shift that has caused low-fat and low-cal foods to “fall out of vogue.” (As we predicted.) In more positive, related, news for the brand, organic and natural products have seen “immense growth.”

They're not the only ones who have benefitted from the organic/natural boom. Demand for all-natural, ‘simple’ foods is fueling trends and giving new brands big starts. A recent analysis by delivery service Instacart revealed that foods free “of basically…

 
 

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The Newsfeed

“I move around every few years so it would be a huge hassle to have to buy and sell property so frequently.”—Female, 28, IN

Gen Z will spend the most on rent of any generation, but Millennials aren’t far behind. HotPads estimates that 2-20-year-olds will spend $226,000 on rent before they buy a home and 24-38-year-olds will ring in at $202,000. Despite the difference, Gen Z will own their first home one year earlier than Millennials because they’ll have “a stronger job market than [M]illennials”—but, despite the myths, they are buying homes in greater numbers. PS: Los Angeles tops the list of where young demos will spend the most on rent. (Business Insider)

What’s behind board games' popularity today? The NPD Group found that board games grew 8% compared to the toy industry’s overall growth of 8% in the past year and has “no signs of slowing down.” Digital detoxing plays a part, as more Millennial parents worry about their kids’ screen time and seek toys that foster face-to-face relationships. But despite the analog appeal, games are also getting high-tech and the word-of-mouth media they receive propels social media-friendly games like Pie Face to the top of toy charts. (Kidscreen)

Parents still have the most influence over kids today, but online celebrities are also top role models. Mintel research found that 86% of 6-17-year-olds say their parents are among their top role models, 62% say teachers, and 41% say siblings. But the top kind of celebrity that gets added to the category are social media celebrities at 35%, followed closely by musicians and athletes. Only 22% said actors were among their top role models and just 16% said the President. (MediaPost)

Disney has a new beverage to fill your Instagram feed: The Purple Wall Slushie. The Millennial & Gen Z-loved company has had no problem coming up with social media-friendly items, from Baby Groot bread to a viral Beauty and the Beast-inspired tumbler, and now they’ve rolled out a boba and taro beverage at Disney World. The Purple Wall is a famous destination to snap a pic for social media in the Magic Kingdom, and this slushy is made specifically to match up with the wall (and monetize on it). (POPSUGARInsider)

Speaking of Instagrammability, the Space Needle’s new, clear benches are sure to make for a thrilling photo op. The iconic viewing deck for the Seattle skyline has been in the midst of a makeover to create a better (and decidedly more social media-worthy) viewing experience. A metal base and caging has been replaced with a high glass wall from floor to sky, and so-called “skyrisers” will let visitors sit right on the edge of it all—and snap a selfie. (Curbed)

“People have been planning outfits since the start of the year [for prom].”—Male, 15, NC

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