Consumer research data from HealthFocus International’s global trend database zeroed in on the Millennial generation—considered those between those ages 18-34 in 2015—to determine what motivates them in their health and eating habits. These young adults are ushering in a new era of consumer interest in nutrition and wellness, varying greatly from how older generations have tackled the same subject.
 
“The Millennial is less defined by what is and isn’t in their food, and more defined by their feelings of closeness to their food,” explained Barbara Katz, president of HealthFocus International, St. Petersburg, FL. “Anything that brings them closer to the source is a rich advantage. So really their whole definition of health shifts away from an attention to content detail like in older generations, and towards the food and ingredient origin.”
 
For example, Ms. Katz said that for Millennials it’s less important for a product to be low in sugar than it is for it to be made with natural ingredients. “If the food is beneficial in their minds they can forgive some sins more easily than Boomers.”
 
Prioritizing Health & Experience
Findings from HealthFocus indicate Millennials are not overly worried about their health, but are willing to pursue healthier options in various aspects of their life. For example, 45% of Millennials said, “I like exercising but don’t always have the time,” where 40% of those 65 and older said, “I know I should exercise, but I don’t like it and can hardly bring myself to do it.” HealthFocus suggested this indicates that Millennials enjoy and value health, though it is not always their top concern or priority.
 
An overriding theme found in HealthFocus’ data is that Millennials desire the healthiest possible option for the moment. When asked if they believe “All foods and beverage categories including things like soft drinks, snacks and candy should be made as good for you as possible,” 43% of respondents age 18-29 agreed, while 34% of those 50-64 agreed.
 
However, this doesn’t mean Millennials don’t care about taste. Rather, taste is a requirement equal to nutrition, according to HealthFocus. Upon asking whether nutrition or taste was a greater factor in getting them to try a different brand of food or beverage, Millennials voted 57% for nutrition and a nearly equal 59% for taste. Those aged 50-64 opted for nutrition 52% of the time, compared to a larger 66% for taste.
 
Origin Story
HealthFocus also observed that the Millennial generation demonstrated a more holistic approach to selecting products. Rather than buying a product in favor of a specific ingredient—such as fiber, protein, antioxidants, etc.—they are more interested in the origin story of how the entire product was produced with both taste and nutrition in mind. They tended to be more interested in whole foods with numerous nutritional benefits like ancient grains, chia seeds, quinoa, rather than a product specifically based around offering fiber.
 
As a result, Millennials had an increased desire to know where their food is coming from. Respondents ages 18-29 expressed strong interest in food co-ops with 59% believing it is “a good idea to do these things if they fit in to your lifestyle” versus 24% who strongly believed “these things are the future of food and it is critical that we return to this way of life for our health and the health of the planet.” In addition, 47% of Millennials want to support local farmers and businesses, while 28% were interested in local produce because they know it’s fresh or in season.
 
Ms. Katz added that 79% Millennials want to one day grow their own vegetables versus about half of Boomers, and 31% want to own their own chickens for eggs versus only 19% of Boomers.
 
Another key way Millennials manage their health is by eliminating certain food types from their diet. Findings suggest Millennials actually have lower concerns over the food they’re consuming because they’re avoiding products and ingredients that are problematic for them. HealthFocus indicated artificial sweeteners as a top concern among this age group, with 44% worried about such ingredients, while 42% were concerned about high fructose corn syrup. Pesticides in food were an issue for 57% of consumers 18-29; growth hormones in meat and poultry concerned 46%; and trans fat was concerning to 42% in this group.
 
Knowledge is Power
Three quarters of Millennials reported turning to the Internet for information on health and nutrition, whether that’s from nutrition experts and physicians to your run of the mill blogger with an opinion. HealthFocus urged leaders in health and nutrition to get on board and promote their message online if they wish to inform this large demographic.
 
Ms. Katz’s advice to manufacturers in the health and nutrition space underscored the importance of transparency. “Today there is no hiding,” she said. “If you don’t write your story someone will write it for you, and if that happens you do not get enough time to react. So you make your product as recognizable, as local and as close to nature as you can while maintaining the taste and the wow factor.”
 
She said that while every product can’t be perfect and meet every need, producers should know their primary audience and do their best to meet their priorities. “Don’t pretend to be what you’re not, because trust is a huge issue and stories spread fast.”