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Millennials push food and drink to unexplored areas

Say goodbye to avocado on toast, millennials are pushing for more excitement in the food industry, with a demand for new and ‘out there’ healthy food trends. Social media has played a large part in spreading the word on new trends to follow, and one thing’s for sure, it’s all about health and wellness.

Sainsburys for example, are trialling several new products which are particularly strange and all because of the health food trend. Keep an eye out for salmon skin crisps (protein packed, full of nutrients and made from…. yes, discarded salmon skin) and fermented kombucha (known for its health benefits in improving immune function). Kombucha is one of the fastest growing drinks categories in the UK, so if you haven’t heard of it yet, you soon will. This new range is said to be made up of 30 products which have been created by just eleven start-up brands.

The popularity of vegan meat sales has been booming, and it seems that it’s millennials who are responsible. Meat free food like Quorn has been marketed as low fat and full of nutritional benefits, greatly appealing to this health-conscious generation. It’s been reported that 80 percent of millennials regularly buy vegan meat compared to the 50 percent made up from other generations.

Premium soft drinks are experiencing a huge spurt of growth, and the category has been premiumising, pushing up the average cost of soft drinks considerably. For example, Vitamin drinks – said to boost energy levels and contain high levels of nutrients with little calories are seeing a continued rise in demand. Drinks that replace meals such as protein shakes are also rising in popularity with gym goers.

People outside of the millennial generation may be shocked to hear that young people are now drinking less alcohol than previous generations. We have seen a surge in alcohol free alternatives hitting the shelves of supermarkets and pubs. Whether it’s your classic pint or a light gin and tonic, there is a booze free alternative to almost anything. The alcohol-free spirit market, which is only five years old, is now estimated to be worth a massive £5bn. People may be getting fed up of a particularly bad hangover, but it is perhaps more likely young people are avoiding the extra calories alcohol brings and instead prefer to enjoy sin free options.

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