New study confirms millennials' pivotal role in upending long-standing "truths" within the food, beverage and supplement categories
A new study released at the 2017 SupplySide West conference confirms millennials' pivotal role in upending long-standing "truths" within the food, beverage and supplement categories. Conducted by CBD Marketing in Chicago, the research analyzed 12.5 million social media posts and other online commentary specific to the three product groups from US millennials, ages 18 to 35. The study covered a one-year period ending August 2017. Women created 62%t of the content; men 38%t. More than 80%t of the content and posts appeared on social media platforms.
"Consumer products companies are obsessed with millennials and with good reason," said CBD Marketing's Co-CEO Lori Colman. "They are one-fourth of the population and represent $10 trillion in lifetime buying power. Millennials share their opinions and buying habits online via social media platforms and on other sites. Businesses and brands that mine this treasure trove of online data will be the ones that market their products successfully."