06 Mar Marketing Supplements to Millennials
The members of the Millennial generation are a law unto themselves. Now between the ages of 16 and 35, they have been raised completely differently to previous generations. As a result, the way they make decisions about how to spend their money also requires a change of perspective from the health food industry.
Bear these things in mind:
They want information, not a sales spiel
This is the most informed younger generation ever. With easy access to information on any subject under the sun, and from multiple different sources, they no longer automatically take the word of authority figures as truth. Claims of miracle cures simply don’t cut it, and they tend to baulk at traditional marketing strategies that tell people what they should be buying.
Rather aim to inform them about product benefits, so they can make their own decisions. You may want to use a couple of social media channels to do this, as information forwarded from someone they trust has much greater credibility than any above-the-line advertising.
They want the whole story
Having said that, it’s no longer just about the benefits of a health supplement. They also want to know:
- What the ingredients are, with products derived from plant-based and other whole foods being the Holy Grail
- Where those ingredients came from – ideally from sources that care about and operate according to ethical and environmentally-sustainable practices
- How they were processed, with minimal processing and a low carbon footprint being first prize
- Who they are buying from – sharing your company’s story, mission and values, and even photos and snippets of information about the people who work there goes a long way
- Whether the packaging can be recycled – for Millennials, the waste produced is just as important as the product purchased
If you want them to buy from you, don’t wait for them to ask these types of questions. Rather make sure you have the bases covered and give them the information upfront in easy-to-digest ways.
They prefer high-quality, clean and holistic food
This is a generation whose parents may already have started making health-conscious choices for their youngsters, and educating them on the importance of nutrition and holistic health. There’s a good chance they’ve been adding supplements to their daily routine, cutting out fizzy drinks, reducing sugar and wheat in their meals, and visiting alternative therapists since childhood.
Millennials really do read the labels (although they may do it online) and are likely to reject a product that contains ingredients they’re not happy with, rather paying more for better quality. Fillers, stabilisers, artificial additives, added sugar, GMOs and anything that has a reputation as a toxin are complete turn-offs.
They want fun food
Millennials are not fans of the traditional pill or capsule. They would far rather put a nutritional powder in their morning almond-milk smoothie, chew or suck a gummy, tear a capsule off a strip or snack on a cranberry-flavoured, probiotic-enhanced peanut butter cup while they go about their day.
Easy-to-transport packaging, that doesn’t require a lot of space and looks good when you take it out your backpack in front of your friends, is a winner.
It’s a whole new ball game out there. The bottom line is that Millennials want an authentic and holistic approach, and buy from companies whose values align with their own. If you get it right though, there’s a good chance you’ll have a loyal customer for life.