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Discover how Millennials are reshaping food and beverage growth through changing spending priorities and purchase behaviors.
Understand the benefits, channels, and purchase drivers influencing the industry’s most important growth audience.
How Millennials Are Driving Food & Beverage Growth
Why it matters
Millennials continue to drive disproportionate food and beverage growth, but their needs, spending patterns, and value expectations are becoming increasingly diverse.
Millennials remain the largest growth audience in food and beverage
creating opportunities for brands that align with evolving consumer priorities.
Convenience, value, and functional benefits are influencing purchase decisions
and encouraging consumers to spend more in key categories.
AI-assisted product discovery is becoming part of the shopping journey
increasing the importance of clear product content and visibility.
CPG leaders who understand these shifts early gain a competitive edge.
Discuss what this means for your business
Insights From NIQ Thought Leaders
Our market and consumer experts unpack the data behind the Perspective—highlighting what’s changing, why it matters, and where companies should focus next.
“For years, Millennials were defined by what made us different. Today, we’re shaping the mainstream consumer economy. Yet the generation is far from uniform. Some households are building wealth and trading up, while others are making difficult tradeoffs. Understanding that divide may be one of the biggest growth opportunities in food and beverage over the next decade.“
–Chris Costagli
Vice President, Thought Leadership F&B Insights Lead, NielsenIQ
Why meet with NIQ?
In a short session with our team, we’ll take a closer look at your category and business priorities and help you identify the most relevant insights, tools, or next steps for your needs. Whether you’re exploring the findings from this Perspective or evaluating broader growth opportunities, our experts will point you toward the right path forward.
