Targeting the college-aged consumer (those aged 18-24) can be a dangerous and slippery slope. These consumers, while highly attractive to marketers because of their fairly large amount of disposable income, are notoriously demanding. They are technologically savvy and, as such, are keenly aware of the latest trends and fads, including those relating to flavor profiles of foods and beverages. Time constraints require the college crowd to demand quick dining options, and they often forego meals per se and rely on grab-and-go snacks. That is not to say that this group is willing to compromise on taste. These are the children of a generation that pioneered the exploration of cuisines of other cultures, and they demand an increasingly diverse range of flavors and dining options.
Even the traditional college preferences are no longer a sure sell. The days of an inexpensive pizza and beer are long past, replaced by healthy, though at times indulgent, food options. The alcoholic drink of choice is more likely to be a “malternative,” and the most popular beverages can energize the body and mind.