Market Research: Millennials not loyal to lat...
Market Research

Millennials not loyal to latest diet

Jotzo Jürgen /
Millennials are the demographic cohort of people born between the early 1980s and the early 2000s.
Millennials are the demographic cohort of people born between the early 1980s and the early 2000s.

USA, Washington. In matters of health and wellness, millennials in the US are less concerned about calories and fat than the general population, according to the International Food Information Council (IFIC)’s 2015 Food and Health Survey. Millennial consumers also are more likely to use technology to achieve a healthier lifestyle.

Like the general population, millennial consumers agree moderate sugar intake may be part of a healthy diet and that there are differences in the healthfulness of naturally occurring sugars compared with other types of sweeteners.

However, millennial perceptions of fat and protein differ from those of the general population in the USA. Fewer millennials (54% vs. 61% of the general US population) claim to have reduced consumption of solid fats, and one in three millennials recently have changed his or her opinion on the healthfulness of saturated fat, with millennial men more likely to view it more favourably. Additionally, one in five millennials say higher-protein foods may have many unhealthful components, compared to one in seven of the general population.

Moreover, millennials in the US are less likely to count or limit calories than other age groups, and 20% of millennials claim all sources of calories have an equal effect on weight gain, compared to 27% of the general population.

More than a third (36%) of millennials in the USA track daily food and beverage intake using an app or other means, compared with 22% of the population, and 12% of them use an on-line support group or community to pursue wellness goals, compared with 6%. US millennials also are more optimistic than other age groups about future food innovations and inventions that may support healthful living.

They also are more likely to trust a health or nutrition blogger for accurate food information (33% vs. 24% of the general US population) and rely on support of family and friends to improve eating behaviours (45% vs. 32%).


Source: The International Food Information Council (IFIC)


With our free newsletters, we can provide you with the most important industry news and useful practical tips from Germany and around the world.