Speaking with NutraIngredients-USA at the SupplySide West show in Las Vegas, Jeff Hilton, president and co-founder of the Integrated Marketing Group (IMG), explained that Millenials have a “whole different mindset about supplementation and natural” than Boomers, and manufacturers should think about that.
“I think Millennials are looking to anything that can facilitate their lifestyle, so energy is a big one, focus and concentration is another.
“Millennials are very brand loyal, but they to be very loyal to niche brands – they tend to mostly big brand averse,” said Hilton.
“They have selective loyalty.
“They can embrace natural but they are OK with drugs,” he added.