You are what you eat. We’ve all heard this before, but more so than the general population, millennials take this to heart. There are many factors that get millennials to be loyal to a brand when it comes to food. Some include whether or not the product is organic, natural, eco-friendly, local. Also, millennial consumers factor in whether or not the company is authentic, transparent and gives back to the community.
According to the Organic Trade Association, more than 50% of parents who are buying organic food are millennial parents (ages 18-34) in the United States. With all the documentaries surrounding factory farming, GMOs and pesticides, people need to be sure what they’re eating is real and healthy. That they are buying from a brand they trust. Millennials pay close attention to the fact that the brands they consume are not just a product but have a story and are in line with their beliefs. This is why brands like Chobani and Luna Bar perform better among millennials than the general population.
All brands among millennials compared to the general population, are positioned higher on the BAV PowerGrid. Most of the brands are in the Leadership quadrant of the grid, or in the Niche and moving closer towards the direction of becoming a leadership brand.
Taking a deeper look at some of the brands like Chobani, Alexia, Luna Bar and Campbell’s Organic, all these brands share differentiating qualities that’ll get consumers to gravitate towards their brand.
- Chobani has a “less is more” motto where their clean labels show how their product has 40% less sugar, contains only non-GMO ingredients, and everything is locally sourced.
- Alexia appeals to millennials for the convenience of fresh farm taste to ease of cooking and preparing a meal. They are transparent on their FAQs section of their website and include videos of how their all-natural ingredients are sourced. Alexia brings gourmet to millennials with convenience.
- Campbell’s Organic Soups clearly commit to food without preservatives, compromises and is USDA certified organic to “warm your body and soul.”
- Luna Bar positions themselves to be very conscious of their environment footprint, making sure that they make their products with sustainable organic ingredients, renewable energy and environmentally friendly packaging. It’s packed with 7-8g of protein, 5g of sugar and is gluten free. Luna also donates 1% of all product sales to charities that support environmental, social, and cultural needs such as the Breast Cancer Fund.
Similar to the food brands, Smartwater and Equinox appeal to millennials through their own differentiation. Smartwater is “inspired by the clouds” and doesn’t have any GE or GMO sourced ingredient. Equinox offers a high-end luxury fitness club that’s membership becomes a lifestyle, where consumers “commit to something”.
Among millennials, all the brands perform much higher on Energized Differentiation. These brands have more momentum and can command higher price points than their competitors because they offer something unique. All of the brands’ pillar relationships are ideal for being able to further develop Relevance, Esteem and Knowledge to eventually grow to where they maximize on all the pillars.
When looking at the average among all the brands mentioned, the top 10 attributes include Healthy, High Quality and Trustworthy. Many of these qualities comprise the necessary tables takes of being a successful health-related brand for millennials.
To successfully capture the attention of the health-conscious millennial consumer, brands need to innovate and position themselves to be a healthy option that’s of high quality and good value. Their story should be original and authentic and their products simple with clean labels. Big companies no longer dominate the industry and instead, now have hundreds of small competitors that are all eager to get their own ideas and inspiration out. As millennials continue to “healthify” themselves, brands that emerge on top will be the ones that can provide a differentiated product that fits a lifestyle of being health, eco and community conscious.