With a hand in many of the trends impacting consumer packaged goods, millennials have played a role in the growth of natural, organic and non-GMO products. In conjunction with the demand for better-for-you products, consumers are looking for flavors that are perceived to be healthier.
“The top macro-trends impacting beverage flavor are related to [a] generational shift in preference, mostly pertaining to millennials seeking out authenticity and healthy, natural flavors made with less sugar,” explains Nina Hughes-Likins, global marketing director at Prinova USA, Carol Stream, Ill. “Millennials also are fueling premiumization, which has a direct effect on producing more innovative flavors for high-end brands.”