The Snack Hack Series: #6 The Future of CPG Snacking: The Millennial Mindset®

While understanding the cultural insights 
of Millennial snackers and subsequent changes regarding competition and occasion in the snacking landscape is key, it is an understanding of the overarching Millennial Mindset® that will allow brands to take the first actionable steps necessary to drive success moving forward. We know that Millennials are the most influential group in our market today and their behaviors are influencing consumers up and down the generational line. This influence is what we are referring to when we discuss the Millennial Mindset. For example, a 50-year-old man may not be a Millennial as defined by his age, but he is still just as committed to tracking his everyday activity on his Apple Watch as his 24-year-old son.

However, quantifying this influence and relating it to sales growth and brand preference to get the greatest ROI has been a challenge for many brands — specifically those in the CPG and snacking categories.

We developed our Millennial Mindset mapping tool with this in mind. We took what we knew about Millennials and extended it to the general population between the ages of 18 and 65 and found that six dimensions (Social Circle, Self, Innovative, Trusted, Purposeful, Accessible) emerged among consumers that stem from Millennial behaviors and attitudes.



Brad is an expert in private label and challenger brand food marketing for Barkley, an integrated marketing and advertising agency. He specializes in working with manufacturing-driven food companies that have aspirations to develop a consumer insight-led strategies to help drive innovation and growth.

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