Sports drinks are one of the fastest growing sectors of the beverage market, with Millennials most likely to consume them. Why so thirsty for these products? What functional properties are most important and what brands dominate? We took a look at what drives their purchase decisions and their attitudes about the product consumption.
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August 29, 2017
Millennials in the UK & Sports Drinks
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Now Arriving: Gen ZMillennials, millennials, millennials - so many of our clients are focused on Millennials and how to adapt their marketing strategies to this evolving consumer group. What characterizes them? How are they different? What drives them? As we complete each study and I think we’ve exhausted the conversation, we find ourselves once again pulled into the Millennial vortex. But don’t look now - here comes Gen Z. We have just released our first study on this group, whose habits, thoughts, emotions and more will be keeping marketers up at night next. So why is it important to keep examining a group in context? Why can’t we broad stroke and make blanket statements about consumer groups or generations, and just be done with it?
Millennials and NutritionThere is an undeniable allure about BuzzFeed’s Tasty videos that have taken over Facebook in recent months. The flash of color from various ingredients, the mouthwatering sizzle of meats and the perfect organization of spice bowls on a minimalistic background makes it hard to tear your eyes away. Based on these three aspects alone, it makes a whole lot of sense that these videos have become wildly popular on Facebook these days. However, I found myself confused by their sudden popularity – regardless of how aesthetically pleasing these videos were to the eye. I am surrounded by friends and family who pride themselves on eating a consistently clean, incredibly green diet; the kind of people who would have a full body reaction at the mere mention of eating something that was not plucked from the earth. Yet I found the same people fawning over how delicious and great the Tasty videos were, despite the seemingly endless piles of cheese present in several recipes. Interestingly enough, watching any Tasty video provides immense insight into Millennial (or Gen Y – take your pick) eating trends and nutritional habits. As a Millennial myself, the Spinach Artichoke Mac & Cheese video was the first Tasty video that caught my attention. The combination of all of my favorite things – food, organization and upbeat music – made it difficult to break my attention. I do not particularly enjoy either spinach artichoke dip or mac and cheese, yet I found myself wanting to prepare this dish for myself. It turns out that Tasty’s enticement factor goes far beyond than its video design. In a 2015 BuzzBack study, it was noted that the process of eating food was not seen as a means of survival amongst Millennials, but rather as an experience to be had. When prompted to think about “food” and “nutrition,” Millennials first thought about the “food experience,” which is the external projection of self via what they consume upon their peers, then “taste,” and finally “quality.” The actual components – protein, fat content, sugar, calories, etc. – of food, however, were revealed to be secondary thoughts amongst this demographic. This indicates that nutritional eating, while important, is not a primary concern to Millennials. As noted by the same 2015 BuzzBack study (and perhaps by the behavior of my friends and family as well), Millennials do prize nutrition, but with the occasional indulgence.
Want to learn about how Gen Z views food? Download our 8 Truths About Gen Z infographic and find out.