Targeting Millennials: Cognitive supplements not just “for old people,” says brand consultant

25 Mar 2019 --- Millennials present a huge supplementation opportunity, but convenient delivery forms must be considered. While Millennials’ nutritional wishes/demands can sometimes be the polar opposite to those of the older demographic, their attitudes towards issues such as cognitive health – traditionally associated with the aging – present a huge opportunity.

“The Millennial and Gen X groups are really looking for ingredients that enable them to live life as they want to,” says Jeff Hilton, Partner and Co-Founder of US-based brand consultancy BrandHive. “They want ingredients that enhance their existing lifestyle. They are not of the mind of building a regimen around an ingredient per se, they are more about living life to the fullest. If a particular ingredient can help ‘so be it,’” he adds

Hilton notes that examples include brain supplements, both for gaming and activities, such as cramming for an exam or simply staying up all night with friends. “One of the things that surprised me in some recent consumer research that we did on Millennials is that they don’t view cognitive supplements as being ‘something for old people.’ They see them as an opportunity for enhanced focus,” he explains. Based on a small sample size of Millennials (circa 25 in two different cities), at least 80 percent agreed that cognitive health was an important issue for their generation too. 

Jeff Hilton, Partner and Co-Founder of US-based brand consultancy BrandHive.Brain enhancing ingredients such as choline and other ingredients can thrive in this dynamic. For example, Hilton notes how Brandhive is currently working with a brand on a new cognition product that has applications for Millennials in terms of focus, attention and retention.

“I think that the challenge for a company in trying to reach everyone is that Millennial health and wellness attitudes and behaviors are so distinct and almost the polar opposite to those of a senior consumer,” says Hilton. “Trying to create a product that spans all these age groups just doesn’t make sense anymore. Millennials don’t respond to the same things and don’t have the same needs,” he adds.

For Hilton, who will be speaking at Vitafoods Europe 2019 in Geneva, the pill-taking behavior of Millennials and Gen X is simply not what it is for Boomers. These consumers are looking for food and beverage dosages forms that serve as easier ways to get their fortification and supplementation.

“I really think that having a food delivery form, whether it is a gummy or gel pack or something else is important for brands and ingredients,” he notes. “Millennials and Gen X generations are less likely to line up 30 supplements a day. When we do focus groups with younger consumers, they are all over stick packs and powder delivery and other forms that they can just consume with a food item during the day,” he notes.

For Hilton, as time evolves, dosage form will be the major evolution in supplements. “Tablets, pills, capsules and softgels will always be around. But all of the traditional companies in that space are at least looking at how to deliver in more convenient formats, rather than forcing people to take pills in the morning,” he explains. As a result of this dynamic, “smart ingredient companies” are making sure that they have GRAS (Generally Recognized as Safe) status and are able to have food as well as supplement applications.

One of the other traits that is quite distinct about products targeted at Millennials relates to sustainability and clean label marketing, which will be a key theme at Vitafoods Europe 2019. This means that when it comes to active ingredients specifically, those that are sourced sustainably and in a transparent manner have a definite advantage. In addition, vertical integration, where a supplier has full control from seed to drum or source to customer, has become the holy grail for successful marketing and co-branding. Consumers are resonating to the new “less is more” approach and leading the charge to clean up food, beverage and supplement labels. They are even looking for a different packaging with a cleaner aesthetic. Visibility has grown and consumers are getting smarter about the questions to ask and what to look for.

Gaia Herbs SystemSupport Vision Enhancement Dietary Supplement: 60 Vegetarian Liquid Phyto Capsules (US)For Hilton, the interesting thing about sustainability, traceability and clean label is that they are really driven by the consumer. “They don’t fully understand what they want, but they do want something simpler, cleaner, more straightforward and with less ingredients,” he explains.

So which brands have succeeded from this regard? “On the supplements side, Gaia has done a great job of providing visibility and transparency, by even making Carbon Footprint Analysis available (CFAs),” he notes. “Even Amazon’s Elements line has a lot of information available to the consumer, if they are interested in terms of where it was produced, sourced and what the CFA is,” Hilton adds.

Because Millennials are very specific about what they want and need to engage with the brand, it means that a whole different marketplace has emerged. “Brands have to segment their audience and some brands will market one product to a younger audience and another will target an aging boomer,” he notes.

But has the industry missed a trick in successful marketing to seniors? Hilton admits that there has been somewhat of a failure on their part, but that any neglect is also down to the simple basics of securing and prioritizing long-term future customers.

“The idea is that if you have marketing dollars to spend, you should spend them towards an audience that will be able to grow with you. And Millennials and Gen X represent that audience that will be the future of supplementation,” he notes. “So brands are investing so they can build a lifetime customer value with that consumer. Seniors are notoriously cost-conscious and tend to move towards letter vitamins, minerals and multivitamins. But the money is in the younger audiences,” he concludes.

By Robin Wyers