DanoneWave Quietly Reduces Fat and Sugar

The French multinational food manufacturing giant, DanonWave, is famous for making nutrient-dense foods with less fat and sugar. The company is known for its brands such as Danimals, Dannon, Activia yogurt, and newly acquired plant-based brands like Vega and Silk. While it is one of the main players in the health food industry, the company has recently announced that it will embark on improving its products by boosting their fiber, protein, Vitamin D, and decreasing the fat & sugar. This announcement was part of the company’s recent commitment to address childhood obesity.

According to Philippe Caradec, Vice President of Corporate Affairs, the company values its mission to bring healthy food to as many people as they can reach all over the world.

Why Are Companies Like DanoneWave Redeveloping Their Portfolio?

Most of the giant food and beverage manufacturers have been redeveloping their portfolio by creating new product formulations or acquiring healthy startups. But, what is the reason behind this? It is imperative for big food companies to meet the changing demands of their consumers.

It is important to take note that more consumers are opting for healthier foods, so changing the brand portfolio is a good strategy to draw in more future customers. Examples of food companies that have revamped their portfolio by releasing a healthy line of products include Coca-Cola, PepsiCo, and Campbell Soup.

But what about DanoneWave? The company embarked on its robust portfolio when it acquired the great beverage-maker WhiteWave in a $10.4 billion deal. The company has been making snack bars, cookies, and more over the past few decades. While it has been treading on the health food path longer than other companies, DanoneWave lacks variety, so the company is betting on products like bottled waters, baby foods, and yogurts.

Millennials: The New Market


While some companies embark on revamping their portfolio as part of a bandwagon or fad, DanoneWave sees another potential. In fact, they are revamping their product line because they see the Millennials as the most promising of all target markets.

The biggest driver of the health food niche are millennials who are now becoming more aware of lifestyle diseases and healthy options. But while marketing to the millennials is needed by most health food companies, it is quite challenging to convince millennials to buy products by just claiming that they are sugar-free or fat-free. Marketing products as such can also lead to consumers to think that they are consuming products that are less appealing. Millennial consumers are becoming wiser every day, so companies like DanoneWave have to include clean labeling and transparency in their products by including honest nutritional labels on each of their products.

The future of health food companies like DanoneWave lies in the hands of meticulous consumers. This is the reason why it is so important to use different strategies such as reformulating their products, revamping their brand, acquiring healthy food start-ups, and also using transparent clean labels.

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Private Label Innovation: Connecting To Millennials

Private label brands are manufactured by a particular company under another company’s brands. Over the past few years, private labels have seen a growth in market share. In fact, during the Private Label Manufacturer Association show last year in Chicago, the association indicated that the business continues to grow by 5%.

Private labels are available in different types of industries from cosmetics to food. They are mostly lower cost alternatives to other types of brands. Nielsen noted that the store sales of private labels are estimated to be at $120 billion. Private label company giants like Aldi and Save-A-Lot have catered to retail store companies like Trader Joes and Whole Foods. According to the National Bureau of Economic Research, most consumers tend to patronize private label brands because they are cheaper than others.

Why Private Label Is Innovating

The popularity of private labels has presented opportunities to manufacturers of major brands to create products that appeal to private label shoppers. For example, Hormel Foods is launching its latest commercial retail team to help partners grow their private label strategies.

Private labels also need to take a step further to meet the demands of their customers. Private label brands are also venturing into healthier products. For instance, Ohio-based SmithFoods have started producing almond milk aside from traditionally manufacturing milk and other dairy products.  On the other hand, Perrysburg from Ohio manufactures not only private label frozen pizza and snacks but also “better for you” products with organic and gluten-free ingredients.

Millennials Are The Future Consumers

Neil Stern, a senior partner from McMillanDoolittle, noted that most food retailers in the United States are updating their private label offerings to meet the demands of their customers. For now, these private label brands are focusing on producing organic and natural products.

The direction towards healthier options is being driven by younger consumers in the market. Younger or millennial shoppers are now warming up to startup brands especially those that offer healthier choices. Millennials are considered the most aggressive of all types of consumers.


In a recent survey conducted by the PLMA, millennials agreed that they have the knack to try food created in different ways. Meaning that they opt for healthier options that are prepared in the most sustainable way. Their food choices have also reflected their eating habits. However, Millennials do not like to spend an exorbitant amount of money to buy their food. According to the same survey, 75% of millennials tend to shop in the supermarket, where bakery goods and dairy items top their list.

With this data, supermarkets can experience big payoffs by innovating their private labels to meet the eating habits of Millennials.  Store brands have the opportunity to compete with the well-recognized national brands and in some cases, win.

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Infographic: What do Millennials Eat?

As we already mentioned in this article, the millennials are currently the most exciting generation of product and service companies because of their buying power, shopping demands and capacities. One of the things that the millennials do not feel sorry paying for is food. Research shows that they spend more money on food than previous generations, and they are quite picky and opinionated about their food choices. They are in the loop about trendy restaurants, curious about food ingredients, and they carefully read food reviews in magazines and online media. Consequently, the appetites and eating habits of the Millennials are different, and food producers need to keep up with the change in the food scene to cater to desires of this growing population.

The following infographic presents information about the eating habits of the Millennials and the factors that shaped them, from the digital revolution to economic and obesity crisis. Take a look and discover some interesting and contradictory information related to this topic, find out what the millennials typically have for lunch, and have fun reading about the eating habits of some of the famous millennial celebrities.

millennials eating habits food and beverage


New Research: Food Shopping Habits of Millennials

The food landscape is ever changing, and so does the behavior of people. Watershed Communications, a national brand strategy agency, conducted a study regarding the food shopping habits of Millennials. The participants, aged 18 to 35 years old, were asked to describe a food brand that they found authentic. They also had to answer questions related to their food shopping habits.

Millennials are considered the most highly engaged shoppers in all demographics. They are also the ones who have more shopping demands and higher capacities. With this study, companies will be able to understand the food shopping habits of Millennials so that they can apply the information in developing new products to meet their desires.

Food Shopping Habits Among Millennials Shows Branding Wins

Studies have found out that 84% of millennials can describe a particular brand or product that they have just discovered. They learn about brands by reading magazines, but they are keen on finding new brands through the internet. Once they have heard of a particular brand, 61% of millennials will share the information with their friends, family, and acquaintances while 63% plan to buy the product.

Millennials are consistent with the brands and products that they use. According to US food analyst Alexia Howard from the Stanford C. Bernstein, most millennials opt for products that are authentic, simple and consistent.

Millennials habits food shopping

The Need for Authenticity

Millennials have a constant need for authenticity in their products. Authenticity of a brand can be difficult to define, but five characteristics determine the authenticity of a particular product as follows:

  • The use of clean ingredients: Clean ingredients refer to ingredients that are real, natural, organic, and fresh. Clean ingredients are expected and demanded by millennials to ensure that safety and quality of the product that they are buying.
  • High-quality products: Quality products use top-of-the-line ingredients. Quality food products should also have great flavor.
  • True to its mission:  Authentic brands should stay true to its mission. They should stick to their claims.
  • Culturally accurate: A lot of millennials are exposed to global brands, but many of them feel that brands that honor their cultural heritage are more authentic than those that try to appeal to a market audience that are thousands of miles away from them.
  • Transparent: Transparency is imperative in defining the authenticity of products. Transparency divulges the origin of the product and the processes that it has to go through before landing on your table.

Millennials make decisions instantaneously. They are also the most influential. For instance, a 35-year-old mother can make decisions for her children to purchase a particularly healthy snack or she can encourage her parents to buy a product that she has already tried and tested.  It is, therefore, necessary for companies to use this information to create products and a marketing strategy to attract them.

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Millennial Dads Spend Most Time Shopping for Groceries

Fifty years ago, women did the shopping while men worked or relaxed at home. However, the trend of consumer shopping has considerably changed over the years, thanks to technology and the shift in society. In the study conducted by Ibotta, a top mobile shopping app, it indicated that there is a significant increase in the number of fathers doing grocery shopping. Since 2013, the buying behavior of 90,000 parents was analyzed in a study. It revealed that there is a 62% increase in grocery purchases made by millennial dads.  This means that fathers between the age of 18 and 24 tend to shop for groceries 25% more than baby boomer parents.


Purchase Trends

While alcohol is still on top of the shopping list of many dads, the study found that purchase of alcoholic beverages is indirectly proportional to the number of kids they have. This means that the purchase of alcohol decreases as the family has more children. The study also indicated that dads buy more alcohol if they have two children (at least one and a half times more) compared to men who are not yet fathers. The data is a little confusing, but it shows us that purchasing behavior is not one size fits all.

Dads are also 2.5x more likely to purchase cereals, soda, and snacks than men without children. They also tend to buy more cameras than non-dads for the purpose of documenting their children and growing family. They are also highly likely to buy things that can increase their family’s well-being. For instance, they are 4x more prone to buying supplements for improving their health. They are also keen on purchasing products that enhance their appearance such as hair regrowth products and anti-aging creams.

The study also noted the differences in shopping behaviors between dads and moms. Compared to mothers, fathers are 11x more likely to buy beer for themselves (Who would have known?). They also tend to buy more protein products and nutrition bars for themselves.


Millennial Dads Leading Shopping…What Does it Mean?

The shopping trips among moms slightly increased, but grocery purchases are down to 2.4% for three years. Surprisingly, more fathers make more trips to the grocery stores every month, and their general shopping trip was more than 10% compared to the previous years.  So what does this indicate? It means that many millennial dads play bigger and more proactive roles at home by shouldering more of the domestic responsibilities such as grocery shopping for the entire household. Gone are the days when dads leave the shopping to women.

Bijal Shah, VP of Analytics and Data Products for Ibotta, noted that there is a generational shift from old fathers who embraced traditional roles against younger dads who are savvy with technology, use e-commerce, and who are now becoming more active within the family life. The use of e-commerce can prove to be very beneficial for millennial dads as well as dads from the older generation as it provides them more opportunities to shop even within the comforts of their home.

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Trendsetter Foodies Define Trends Shaping Natural Food

Millennials are now the spotlight in the food industry. Brands and marketers are interested in their thoughts on the ingredients that could become the next big, natural food trend in the industry.

While conducting any study or survey regarding food trends, the “Trendsetter Foodie” group is supposed to be the most important as their choices could be game changers in future.  Packaged Facts has released a report that shows how millennials make up the single largest section of the Trendsetter Foodie population at 36% while baby boomers stand at 32%, which isn’t a wide margin. Food companies and retailers should take note of these figures because both of these demographics will influence the next big trends in natural food.

Trendsetter Foodies – Millennials and Boomers 

Millennials are young and have lower earnings, which means their buying capacity is less than older shoppers. The report said Trendsetter Foodies have a household income either below $50,000 or above $150,000. Millennials rule the roost in the former group while baby boomers the latter. But then again, if the general or non-Foodie population is taken into account, boomers and millennials have more or less similar choices regarding food. It is an interesting trend spotted among boomers which include anyone between the ages of 50 and 69 in the report. They are probably female, non-Hispanic white, live in relatively small households in smaller cities, towns or rural areas, and might not be employed full time. Even though calories aren’t their only concern, they are more likely to go on a diet on an ongoing basis to lose weight. Boomers don’t prefer gourmet, foreign and heavily spiced foods as compared to millennials. Unhealthy foods and those with artificial additives are a strict no-no for them.

A Wake-up Call for the Food Industry

Brands and retailers will do well to remember this vital segment of the market while messaging and designing food products. Trendsetting boomers and millennials like organic food but marketing items preferred by boomers, at first, could be more beneficial. As for retailers, implications for in-store messaging are a possibility just like targeted sale specials meant for boomers via weekly flyers. Millennials are essential but not the sole determining factor of natural food trends.

To put it in a nutshell, we can’t predict which way natural food trends will sway, which makes it all the more necessary to study and analyze the data correctly before significant decisions are implemented.

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Learn more about how NutriFusion is providing natural nutrients for the biggest trendsetters in natural food.

Millennials Enjoy Energy Drinks Even With Safety Concerns

Over and over, concerns have been raised by the consumption of some of the ingredients in energy drinks and shots. From these concerns, we would expect the use of these products to go down as people strive to have a healthy lifestyle, but this is far from the reality. The consumption of energy drinks and shots have been on the rise. In America, it is expected that their consumption will continue to increase, especially among the millennials. A new report indicates that millennial consumption of energy drinks increased to 61% in a period of one year, this was a 6 % rise from the figures recorded in 2014. This is despite the fact that the Millennials express their reservations and concerns for energy drinks. 

Energy Drinks Need Warnings & Better Labeling

A significant percentage of energy drink consumers feel that manufacturers should provide more information to help the users make an informed decision. Customers are asking manufacturers to include details on the healthy amount that should be consumed on a daily basis. The labeling will help consumers avoid a situation where they drink more than is necessary. 

Consumer Behavior Explained

Energy drink consumers are aware of the dangers they put themselves in from consuming energy drinks, but surprisingly this does not stop them from consuming the products. Lifestyle changes have been partially blamed for the increased consumption. Older millennials are experiencing new situations like getting married or having kids that require more energy; this makes them resort to energy drinks to supplement those increased energy requirements. These same people display brand loyalty and have a potential of using the drinks for a longer period compared to other groups.

It is widely agreed and known that some of the ingredients used in making energy drinks are not healthy, but this seems to be a small concern to the majority of the consumers. They continue to take the drinks despite the concerns… With this kind of situation, it will take more than safety warnings to help people in making informed decisions about how they can lead a healthy lifestyle.

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Create Cleaner Labels with Simpler Ingredients

Energy drink manufacturers are going to be affected by the growing health and nutrition trend in the United States. The data from Mintel may indicate that millennials still enjoy energy drinks, but that trend is set to change. Consumers are demanding food and beverage products to use simpler ingredients and cleaner labels.

It’s time to experience NutriFusion®. Our GrandFusion blends are made from non-GMO fruits and vegetables to help processors use simpler ingredients to enhance the nutrition of their products. We patented a method for nutrient stabilization so that our ingredients can withstand the intensity of heating and cooling in modern day processing. If your brand is interested in learning more about our products, please visit our beverages page.

Consumers Want Healthy Snacks

Consumers are getting smarter and more health conscious these days especially when it comes to snacks. According to a report from The NPD Group, consumers are eyeing snacks that have perceived health benefits whether it’s salty, sweet, high or low-calorie snacks.  The most common requests are protein, natural and no sugar snacks.

Younger Generations Lead Growth in Healthy Snacks

The youngest generations are leading the pack in hunting for healthy snacks. Generation Z are people ages (0 to 23), millennials (ages 24 to 37) and generation X (ages 38 to 48) are actively looking for healthy alternatives. They are expressing positive attitudes in snacking and eating healthier. However, the later generations are looking for food that is low in sodium and sugar content to be able to deal with medical conditions.

The Three Major Snack Categories:

  • Better-for-you snacks – these are snacks that are known to provide nutrients and are generally healthier choices. These include fresh fruit, sports bars and yoghurt. Demand has increased by 14 percent since 2006.
  • Savory snacks – these snacks are usually salty snacks and dips which have increased in demand by 4 percent since 2006.
  • Sweet snacks – there is a significant decrease in the demand for sweet snacks but studies show that levels will stabilize over the next few years.

Among the three categories, better-for-you snacks are expected to increase the fastest according to NPD’s The Future of Eating: Who’s Eating What in 2018.

Snacks Sell: Healthy Snacks are Destined for Growth

“Snacking today is a prevalent behavior and there is an opportunity in every snack category for manufacturers to call out the specific health benefits –from desirable ingredients to clean labelling.There is also a generation slant to take into account for each category when positioning and marketing snack foods.” – Darren Seifer, a food and beverage industry analyst

Other features of healthy snacks that consumers are looking for are easy to consume and natural snacks. This means that this kind of food should not contain chemicals or synthetic ingredients that can cause harm to health. Artificial coloring, artificial flavors, and preservatives alter the taste and appearance of snack foods and are perceived to have negative effects on consumers’ health.

Would you give up eating your favorite salty snack for a healthy alternative?

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Simple Ingredients = Clean Labels

fruits and veggiesSimple ingredients are the key to answering the call for healthy snack alternatives in the market. It’s important to find trusted suppliers of simple and natural ingredients. Look no further than NutriFusion® for natural nutrient fortification of your products. Instead of using typical synthetic nutrient materials, you can use our whole food based products. NutriFusion® is made from organic, non-GMO produce in a variety of blends. We can work with you to develop a custom fruit and vegetable blend to meet your needs. If you are interested in learning more about NutriFusion® for consumer packaged foods, click the button below to learn more.