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 eat whenever I need to...I don’t follow the conventional breakfast, lunch, dinner setup.”

—Male, 29 VA

Over half of Millennials believe “money can buy happiness.” Fifty-three percent of 22-39-year-olds believe the more money you have, the happier you are, compared to 38% of Americans overall, according to Mintel. The research also shows Millennials are optimists: a little over half are confident in their financial futures, although nearly a third consider paying off credit card bills their greatest financial challenge. Considering the Ypulse financial tracker shows 59% of 18-34-year-olds have debt, we’re not surprised. (MediaPost)

Mickey Mouse Club is coming back for a new generation, and they know just where to find them: social media. Disney announced at Vidcon that the new rendition of the variety show will be released in snackable snippets on social media only. The show will search for future stars with little to no social followings, but big, undiscovered talents, such as choreography and songwriting. Disney is winning out with Millennials and this nostalgic hit should be right on brand; you can see it at the end of August on the Oh My Disney Facebook channel. (THR)

Summer camp costs more than ever before, and some parents are paying big bucks for their children to rough it. Sleepaway camps cost an average of $768 a week, up from $397 in 2005, for often less-than-luxe accommodations. Affluent parents who want their kids to “just be normal” are sending them to camps that can cost $20,000 for basic room and board that “smells a little mildewy,” where kids do their own laundry, clean their rooms, have roommates, and engage in typical camp activities—macaroni art, anyone? (MarketWatch)

Taco Bell has built brand love and a loyal fan following across digital. Their record-breaking giant taco head Snapchat lenswas just the beginning of their successful social marketing strategy, which involves treating each platform differently. The latest example is their YouTube series, Taco Tales, which includes 40 pieces of long-form content catered to their fans. They’ve accrued 10.5 million Facebook fans, 1.85 million Twitter followers, and 60,000 YouTube subscribers with their “wacky,” authentic brand voice in an effort to not just people-please, but to be themselves—which may be why they’re one of young adults’ favorite fast food restaurants.

(The Drum)

More evidence that Millennials still love analog books: They’re the most likely generation to use public libraries, according to a Pew Research Report. More than half of 18-35-year-olds have frequented a public library in the last twelve months, compared to 45% of Gen X, 43% of Boomers, and 36% of Silents. University libraries were specifically not counted, so being college-aged isn’t giving them any advantage, either. The finding goes hand in hand with Ypulse data that shows reading is 13-34-year-olds’ biggest hobby. 

“The wedding trend I have noticed is the white wedding dress being phased out and an array of colors and styles being used.”

—Female, 32, FL

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