Millennials are consumers between 18-35 years old. They are the first generation to reach adulthood in the 21st century. They are both large in numbers and influence. In 2016, they represented a quarter of the UK population and are now considered the most important group for consumer spending.
Millennials are the ideal demographic, but their buying behaviour is unlike that of any other generation. Growing up in a world inundated with technology, globalisation and uncertain economics has massively affected their behavioural traits.
As busy individuals, always on the go, Millennials demand functionality and convenience. As a result brands and supermarkets are always looking to accommodate consumers changing lifestyles.
Continual advances in flexible packaging provide the ideal format for on-the-go lifestyles. Resealable features and a diverse range of pouch sizes allow for longer lasting, portable products.
Millennials are not brand loyal. Their willingness to try new products is perfect for start-up brands. It also paves the way for flexible packaging to play its part as a key differentiator, especially in more traditional categories.
As early adopters, millennials are open to new brands and fresh thinking. So, what will stand out for them in store? The same boxy cartons we’re all used to seeing or a bold flexible pouch that looks completely different to anything else on the shelf?
Research has shown that consumers consider flexible packaging as a “more modern” format when compared with rigid style packaging designs.
Across product categories, brands are adopting flexible packaging formats to keep up with these changing ideas. With so many variations in the style of flexible packaging, brands have the power to design packaging that appeals to the Millennials’ need for fresh, functional design.
Consumers in the millennial generation are now more concerned with environmental issues than ever before. Growing up in an age where disposable plastics are a part of everyday life, millennials have become increasingly aware of the environment and how their behaviour and lifestyle impacts upon it. However, when it comes to packaging, convenience mostly overrides their sense of environmental morality.
Flexible packaging uses around 60% less plastic and 85% less co2 emissions than rigid packaging, meaning less energy is used for transportation. Its resealable functions keeping produce for longer ultimately leads to less waste in landfill.
If your brand is looking to target millennials, research suggests it’s time to look into flexible solutions. Understanding key behavioural traits and creating meaningful consumer connections will make your packaging truly stand out to the millennial generation.
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