Is your product millennial proof?

The orientation and decision process of consumers.

Studying fellow shoppers is also useful; it provides me with a lot of context for the many studies I do on Consumer Products. What is bought, where is it looked at, what path is taken. You name it.

I myself am a premium brand lover with a weakness for seductive design. I would like to believe that by choosing the right brand, I can rise above my average cooking skills and develop myself into a full-fledged kitchen princess. In short: emotion is what I want!

What choices are made in the supermarket?

I am therefore surprised to see more and more of my millennial peers in the supermarket making informed choices based on the back of a package. Something we also hear a lot during research among this target group. Why is that?

Made wise by scandals and information, marketing is increasingly seen as a conduit. In addition, the focus on appearance and feeling good creates the desire (or pressure) to put health more first. As a result, greater attention is paid to ingredients and nutritional values. E-numbers, salt, sugar and carbohydrates are out of the question. Calories are allowed, if moderated.

This raises the question for some brands: do I still have a right to exist? Yes! Because although awareness is on the rise, fortunately, enjoyment is still the core requirement for a successful meal. Some more than others: #cheatday!

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