Getting millennials excited about your food innovation

Getting millennials excited about your food innovation

Do you want to make your food innovation appealing to the millennial generation? Dive into the characteristics of this target group and discover the do's and don'ts to strengthen your marketing strategy.

Who are millennials?

In 2023, millennials are between the ages of 27 and 43. It is a large target group, therefore, that cannot really be generalized. However, there are some characteristics that distinguish millennials from other target groups, such as baby boomers. Millennials are competitive and aware of different cultures and trends.

When it comes to grocery shopping, we see that millennials shop less frequently and more consciously than older generations. They seek healthier and fresher food, paying attention to sustainability and the origin of products.

Millennials are also open to new (technological) shopping experiences and innovative concepts. For instance, they frequently use online delivery services and are leading when it comes to the latest health apps and wearables.

An interesting target group for innovation

The fact that millennials are consumption-oriented and open to new concepts turns them into an interesting target group for (disruptive) food innovations. However, it is wise to look beyond the generation to which your target group belongs.

Even more interesting are characteristics such as educational level, residential location, budget availability, and family composition. The target group of millennials is actually too large to use as a base for your product innovation. Therefore, make your target group more specific by segmenting based on specific characteristics.

Do's and don'ts in millennial marketing

While it is important to recognize that millennials are not all the same, there are some concerns that are typical of this audience. Here are some do's and don'ts for millennial marketing:

Do: Be transparent and authentic. 

Millennials value transparency and authenticity. So communicate clearly about your product's ingredients, origin, and production process. In addition, provide an authentic brand story that sets you apart.

Do: Provide personalization options. 

Millennials value individuality and flexibility. Consider offering options that allow personalization, such as meal choices for individual dietary preferences or packaging with multiple portion sizes.

Don't: Make the mistake of using too trendy marketing. 

You will not be the first food brand to miss the mark by masking your food innovation in a so-called “trendy” look. Take millennials seriously and test if your communication resonates with your target audience.

Don't: Engage in greenwashing. 

Millennials are hesitant about brands that pretend to be greener than they are. If sustainability is a key focus for your brand, make sure you can live up to these claims and communicate about them transparently.

Target audience research on millennials

Want to conduct target audience research on millennials? Bamboo Brands can assist you. Through a Discovery Assessment, we engage with millennials on the retail floor. In the process, we can include a variety of variables and reveal the differences from other generations. For more information, contact Chantal Risseeuw-Boer (Client Development Consultant) at

About the author
Founder & Managing Director Bamboo Brands B.V.