Millennials—those between the ages of 18 to 34—now account for 25% of the U.S. population, according to Forbes, but what really matters is the amount of money this generation spends. Campbell Soup puts the group’s total spending power at $300 billion annually, enough to make any packaged goods company stand up and take notice.
Millennials are different from Baby Boomers. As a group, they tend look at food as a source of adventure and entertainment, and they are less likely than older consumers to see ethnic foods, like Indian or Asian, as exotic. Millennials grew up with ethnic foods and regard them as more routine than unusual or exotic.