Alexia Howard from Sanford C. Bernstein: Millennials are a generation that is not very loyal to brands

Alexia Howard, Sanford C. Bernstein analyst, recently carried out a research that proves that the main problem great food brands in the US have are the habits and nutrition education of new generations.In her research she talks about millennials as the new group that is starting to make homes and describes it as a sector that is much more aware of theirs and their children´s diets. Both young consumers and these new mothers do not trust great brands. For example Kraft, that has been consolidated in the market using the same marketing strategy, must now rethink its position. Growth of social networks has also “allowed the development of a mass online conversation about food and what types of foods should be avoided, concerns about chemical additives and over processed foods are increasing”, commented Howard.Distribution methods are also important for consumers, who prefer local, fresh and less processed foods. The giants of the food industry are trying to change their strategy to win over the public interested in healthy nutrition. Kellogg´s is attempting to reestablish its identity to be part of the natural food movement, but recovering an audience´s trust is a great challenge.The strategy that other big brands have used has been to purchase local food companies and support them. Another strategy has been to develop lines to partner with resellers who guarantee healthy foods, such as Whole Foods or Trader Joe´s.