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How to Target the Nutritional Needs of Each Generation | Industry Trend Insight
2025-01-06T18:01:03+00:00
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When it comes to healthy dieting, different generations have very different motivations and exhibit very different behaviours. This has implications for present and future innovation. Jonny Forsyth, Director of Mintel…
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Food
Health and Wellness
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How to Target the Nutritional Needs of Each Generation | Industry Trend Insight

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    • What you need to know

  2. how to target the nutritional needs of gen alpha

    • Millions of kids are growing up undernourished, overweight and prone to allergies
    • As Gen Alphas become older and wiser, they will become ‘nutritionally neurotic’
    • A future generation fuelled by super-functional food and drink
    • Graph 1: top five health claim categories for food and drink launches* targeted at kids aged 5-11, 2015-24
    • Lower-sugar kids’ solutions are just getting started
    • A new wave of lower-sugar, full-flavour start-ups will put pressure on bigger brands
    • Parents know the kids are not alright
    • Use snacks and drinks to mend kids’ moods
    • A  scenario for how healthy products for Gen Alpha may evolve by 2030

  3. HOW TO TARGET THE NUTRITIONAL NEEDS OF GEN Z

    • Those with a teenage brain seek ‘instant health gratification’
    • Offer Gen Z fast nutritional snacks and hacks
    • Gen Zs seek indulgent and nutritious food that boosts their mood
    • Graph 2: eating/drinking unhealthy food/drink is an affordable way to boost your mood, by generation, 2024
    • Help fuel Gen Z’s guilt-free indulgence with functional treats
    • Social media influences Gen Z’s health habits the most
    • Social media fuels functional health brands for Gen Z
    • A  scenario for how healthy products for Gen Z may evolve by 2030

  4. HOW TO TARGET THE NUTRITIONAL NEEDS OF MILLENNIALS

    • Upwardly mobile Millennials want aspirational health brands
    • Graph 3: behaviours relating to healthy eating, by generation, 2024
    • Millennial-friendly brands for a healthy, aspirational lifestyle
    • Use tech to motivate Younger Millennials and put them in control
    • Brands that invest in new tracking tech will boost their health credentials and Millennial loyalty
    • Help Millennials adjust to their post-youth ‘decline’
    • Graph 4: sub-health issues currently experienced, by generation, 2024
    • Help Millennials recover more quickly and retain their vitality
    • A  scenario for how healthy products for Millennials may evolve by 2030

  5. HOW TO TARGET THE NUTRITIONAL NEEDS OF GEN X

    • Brands can help Gen X to navigate ‘Sniper’s Alley’
    • Diet can help Gen X navigate hormonal changes
    • Graph 5: which of the following innovations would you be interested in when it comes to vitamins, supplements and over-the-counter medications?, by generation, 2023
    • Help Gen X find hormonal harmony
    • Help Gen X get fitter, not fatter
    • Offer Gen X food and drink that helps them control their weight
    • Prevention is cheaper than cure
    • Graph 6: why did you begin to pursue a healthy diet?, by generation, 2024
    • If 44 is the new 60, Gen Xs need to diet more wisely
    • A  scenario for how healthy products for Gen X may evolve by 2030

  6. HOW TO TARGET THE NUTRITIONAL NEEDS OF BABY BOOMERS

    • Help Baby Boomers to manage their chronic conditions
    • Diet causes chronic health conditions, and diet can relieve them
    • Remove artificial and excessive ingredients
    • Natural, real products that can appeal to Baby Boomers
    • Help more Baby Boomers achieve their five a day
    • Graph 7: ‘I usually eat the recommended amount of fruits and vegetables each day’, by age, 2024*
    • Brands need to remove barriers to Baby Boomers reaching their five a day
    • A  scenario for how healthy products for Baby Boomers  may evolve by 2030
    • Key takeaways

When it comes to healthy dieting, different generations have very different motivations and exhibit very different behaviours. This has implications for present and future innovation.

Jonny Forsyth, Director of Mintel Food & Drink

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