… Transparency & Values
Millennials’ spending power is well reported and continues to grow. Brands are fighting for ways to break through the noise and capture a share of their increasing spending power. Unlike the generations that preceeded them, Millennials value more than just taste, price and convenience. Millennials also consider the transparency and values of a brand. According to Nielsen, more than half of consumers believe “the absence of undesirable ingredients is more important than the inclusion of beneficial ones.”
A recent NEXT Data & Insights’ study of 1,000 US consumers representative of the general US population confirmed the Millennials, more than the generations before them, look for transparency and values in the food brands they purchase.
While brands develop ideas and ways to connect with Millennials, they must keep these values in mind. To learn more about trends shaping evolving consumer values, contact the NEXT Data & Insights team.