Tetra Pak has updated its Millennials whitepaper as part of its commitment to helping the food and beverage industry respond to consumer trends and uncover opportunities in the market. Millennials are the largest and most influential generation of consumers yet and they represent a disruptive force for the global food and beverage industry. They’re young, aspirational and demanding, spending approximately $600 billion annually. Compared to older generations, Millennials are more willing to pay for value and their demands are different. They are placing increasing emphasis on sustainability, they pay more attention to nutritional benefits, they want their drinks to come in packages that can be carried around while on-the-go and they use their consumption habits as a means of expressing themselves.
The free Whitepaper, which can be found here, examines this generation, identifying the needs that characterise this group to demonstrate how brands can optimise their products and packaging to meet these needs.
