Progressive Grocer

MAR 2017

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M illennials are avid beverage consumers. ese consumers drink a much wider range of beverages than any other consumer group, are willing to pay for added nutri- tional value or health benefits, and are early adopters of new products and flavors. Global discovery and flavor experi- mentation are big motivators for this group. "Spicy flavors are popular among Millennials, and from alcohol to kombucha, more and more levels of heat seem to be popping up," says Kimberly Kawa, senior nutrition researcher at Chicago-based SPINS. "Millennials are interested in exploration through the bottle," notes Christina Bowden, director of consult- ing services at e Hartman Group, in Bellevue, Wash. "at can mean a ready-to-drink Southern-style organic coffee with chicory or golden milk, flavored with turmeric that has anti-inflammatory benefits." Exotic fruits and unique flavor combinations — cucumber mint or coconut kiwi — appeal to them, especially if the products offer added health benefits. Water Wins While they crave new flavors and beverage experi- ences, water remains the big winner among Mil- lennial consumers. A recent study from Digsite, a Madison, Wis.-based social media market research platform, found that 53 percent of Millennials How to Drink Like a Millennial Nutrition, innovation and naturalness rule — but don't forget price. By Barbara Sax Millennials 4 | Progressive Grocer Beverage Supplement | Ahead of What's Next | March 2017

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