As healthier lifestyles are becoming trendy, especially for Millennials, consumer trends against consumption of sugary foods, alcohol, and fatty foods are emerging. According to Channel 4, one in four British people aged 16-30 say they do not drink alcohol, compared with one in seven older people (60 and over). To facilitate this, new alcohol-free bars and yoga raves have been popping up in London and around the country. For example, Redemption, an alcohol-free bar whose slogan is ‘spoil yourself without spoiling yourself’, are expanding, now with three branches offering not just mocktails, but also ultra-healthy gastronomy, attracting people from many different dietary backgrounds.
There has also been a rise in special ultra-healthy diets, such as veganism, vegetarianism, and the paleo-diet, as well as an uptake in activities such as yoga, meditation, jogging, cycling, and niche activities like Zumba and Bikram yoga. These changes towards a cleaner lifestyle are reflected in the marketing strategies of products. Clear, simple labels, with few words and ingredients are more popular as they are seen as more transparent and trustworthy. Products linked to healthy activities, such as running or yoga, or simply being outside and active are also popular.
Millennials make up one third of the global population. Their tech-savvy and need to connect with people and products means that they have to be engaged through technology as they are less brand loyal than previous generations . Millennials are more entrepreneurial and ambitious than previous generations, with many of them expecting to own their own company, and wanting to have a positive impact on the world (see our previous blog Generation Z: #TheNewGeneration). It is important to engage with these instincts by being high-energy, connected, self-conscious and world-conscious, healthy and smart.
The QRi Team x
2 Robinson, N. (2014) Top five food and beverage trends for 2015. [online: http://www.foodmanufacture.co.uk/Supplements/Food-Ingredients-Health-Nutrition/Top-food-trends-for-2015]