November 19/London/Daily Mail -- An increasing number of Americans are demanding more simplicity from their supermarket-bought foods, and demanding Yemmies (young, educated, millennial mothers) are leading the way. The young educated, millennial mother is setting the tone for how brands market themselves, trimming ingredient lists and promoting more products as natural and gluten-free.
For big brands and retailers, the demanding Yemmie is their worst nightmare. Less loyal than her baby boomer mother, she wants variety, convenience and natural all in one, and marketers are clamoring to keep up.