Three Consumer Groups Driving America’s Food Revolution
America's food revolution

Three consumers groups, with their own individual agendas, are in active revolt against unhealthy foods.



Look no further than soda sales to see how large this revolt has grown. For the first time in U.S. history, bottled water sales have exceeded soda sales!

No restaurant or grocery store is immune. While overall food sales grew a paltry .05% during 2016, the sale of natural foods and beverages grew 7%. Today, natural food sales represent about one-third of all food sales.

This business trend is not just about food sales.

The same consumers that are revolting against unhealthy foods are also driving a retail revolution that threatens legacy brands like Macy’s and Sears. Every business must align with the following three consumer groups to grow sales.

Millennials demand cool, diverse and meaningful products

2017 is a milestone year for the millennial generation.

They have now moved past the baby boomer generation to be the demographic group with the largest earned income buying power. This makes the millennial generation the economically most powerful consumer group revolting against unhealthy foods.

Millennials want their food and beverages to be:

1.   Cool

2.   Affordable

3.   Diverse

4.   Engaging

5.   Healthy

6.   Sustainably produced.

Silverwood Partners’ Top Ten Food Trends captures how millennials are reshaping the food industry.

By my estimate, these eight of their top ten trends are millennial generation driven:

1.   Emergence of personalized nutrition

2.   Better for you snacks

3.   Growing popularity of meal-kit delivery

4.   Plant-based waters move beyond coconut

5.   Sustainability driving development of cellular agriculture

6.   Brick and mortar grocery retail declining

7.   New food labels target added sugar

8.   Ice cream innovation.

The millennial generation is also pushing an Amazon-like definition of food procurement convenience. This new definition of convenience includes:

1. Digital search, engagement and ordering

2. Expanded, and continuously refreshed, food diversity

3. Food delivery choices and convenience, most especially door delivery.

Next- Moms are demanding affordable healthy (and diverse) food


Branding Doesn’t Matter When Culture Doesn’t Work

Branding Doesn’t Matter When Culture Doesn’t Work

4 steps a small business owner can take to correct a culture issue.   In just a few short years in the business world, it has become all about “the brand” of the company. Even the person behind the brand. I find the latter to be most important. In working with...

Lead With Greater Confidence Through Conviction

Lead With Greater Confidence Through Conviction

Six best practices conviction best practices which underscore confidence An article in Nature Neuroscience led by Benedetto De Martino, a cognitive neuroscientist in the field of decision-making and neuroeconomics, states that the brain has direct links between...

Practical Guidelines for Negotiating Anything

Practical Guidelines for Negotiating Anything

5 proven winning guidelines to successful negotiating.   Negotiating is something we do all the time - with our kids, parents, spouses, bosses, customers - you name it - we are always negotiating. Of course sometimes the "wins" in business are greater than a...


Sign Up for the Latin Biz Today Newsletter

Video Gallery

PR Newswire

Featured Authors

avatar for Mara KolesasMara Kolesas

Mara Kolesas, Ph.D., is a style with subst...

How to Dress for the 2020 Holidays











Work, Life & Culture


Health & Fitness

Travel & Destinations

Personal Blogs

Pin It on Pinterest