Convenience store straffic declined 2.4 percent across Q1 and Q2 2017.

A recent study undertaken by Symrise Flavors’ Marketing and Consumer Insights group addresses what factors are driving the growing acceptance of craft products among U.S. millennials, with a focus on craft beverages.

The report’s key themes offer insights into the ways consumers prepare their meals, travel, react to economic shifts, save and spend money, and even how they adapt to digital habits.

If social media is any indication of what millennial consumers want, it is likely that we will see more innovation coming out of these beverage categories as beverage-makers look to reach this generation.

Comax Flavors released new primary research on consumers’ behavior, usage and attitudes toward flavored water.

For the Non-GMO Project, October is a special month because it is Non-GMO Month. As part of the annual celebration, more than 12,000 grocery stores across the United States and Canada are taking part in the month-long event to educate the public and spotlight Non-GMO Project Verified choices on their shelves.

Whether it’s videos, mobile apps or social media, the digital world has become fully integrated into the lives of many consumers. Although still a curious area for marketers, digital marketing has benefited the beverage industry, notes Chris Lowery, president and chief strategist at Chase Design Group, South Pasadena, Calif.

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.

Although category management and merchandising commonly are associated with shelf resets and assortment rationalization, for White Plains, N.Y.-based HEINEKEN USA, it is much more than that. The global beer company works to thoroughly understand its consumers’ beer-drinking occasions while building relationships with retailers that will drive long-term, sustainable customer loyalty, says Vikas Satyal, senior director of category development.

As millennials have gained immense buying power in the U.S. market, targeting this demographic has proven to require a different technique than was utilized for previous generations. As a millennial myself, the vast amount of research on the best ways to reach my consumer group constantly grabs my attention.