New York: September 28th, 2015 - Global research consultancy Kantar TNS revealed today the top ten food and beverage categories that show the most growth potential among U.S. Millennials and Teens (ages 13-35).  The rankings were identified using Growth Point, Kantar TNS’s new proprietary, first-of-its kind directional tool that captures unmet needs of consumers and category momentum in food and beverages in the United States. Growth Point generates its rankings from the Kantar TNS Consumption Universe, which consists of more than 19,000 consumer interviews and covers 250 food and beverage products.

“Our Growth Point rankings highlight a real opportunity for retailers and manufacturers,” says John Essegian, Executive Vice President, Kantar TNS. “Companies know their long-term growth depends on winning a greater share of the Millennial and Teen market, yet most are missing out on one of the largest opportunities; deliver products that can be prepared quickly at home, and are more natural and authentic.”

The top ten food and beverage categories that show the most growth potential among Millennials and Teens are:

 

 

Ranking

Foods

Ranking

Beverages

1

Comfort foods prepared at home

1

Waters: spring, sparkling

2

Fresh fruit

2

Coffee: brewed at home

3

High protein foods prepared at home

3

Specialty coffees, flavored

4

Side dishes: grains, brown rice,

4

Iced tea

5

Hot breakfast cereals and              fresh breakfast sandwiches

5

Hot tea

6

Greek yogurt, dessert-type yogurt

6

Smoothies: made at home or ready to drink

7

Frozen fruit juice bars

7

Nutritionally complete drinks

8

Sandwich | sub from shop

8

Fruit juices

9

Dried fruit

9

Milk

10

Trail mix

10

Coconut water

 

“Our rankings indicate the large number of growth opportunities for food and beverages that are noticeably more natural. Health and authenticity is important, and the more natural ingredients, the better,” says Essegian. What we’re also seeing in our rankings is the strong growth potential for food and beverages that can be made at home. With time-pressed lifestyles, convenience is extremely important and consumers would be willing to pay more for higher quality foods and drinks that can still give the same core convenience benefit. You have to understand the difference between what they do and what they want.  Highly processed or items containing artificial ingredients are not what these consumers want. Quick, convenient prep married to higher quality and authenticity is the solution.” 

Which food and beverage categories didn’t make the Growth Point top 10? You can see the full list by visiting our web site at www.tnsgrowthpoint.com

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About Growth Point

Growth Point generates its rankings from Kantar TNS’s Consumption Universe, which consists of more than 19,000 consumer interviews and covers 250 food and beverage products in the United States. The analysis combines the degree of unmet consumer needs with the degree of momentum that each product area has — momentum meaning consumers are moving into that product segment rather than moving out of it. Where there is both unmet needs and positive momentum, you have significant growth potential.

About Kantar TNS

Kantar TNS advises clients on specific growth strategies around new market entry, innovation, brand switching and customer strategies, based on long-established expertise and market-leading solutions. With a presence in over 80 countries, Kantar TNS has more conversations with the world’s consumers than anyone else and understands individual human behaviours and attitudes across every cultural, economic and political region of the world.

Kantar TNS is part of Kantar, the data investment management division of WPP and one of the world's largest insight, information and consultancy groups. Please visit www.tnsglobal.com for more information.

About Kantar

Kantar is the data investment management arm of WPP and one of the world's largest insight, information and consultancy groups. By uniting the diverse talents of its 12 specialist companies, the group is the pre-eminent provider of compelling data and inspirational insights for the global business community. Its 30,000 employees work across 100 countries and across the whole spectrum of research and consultancy disciplines, enabling the group to offer clients business insights at every point of the consumer cycle. The group’s services are employed by over half of the Fortune Top 500 companies.  For further information, please visit us at www.kantar.com