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Big food faces annihilation unless it moves with millennials on health

December 1, 2016

Big food faces annihilation unless it moves with millennials on health

Alison Moodie
Thursday 1 December 2016 14.29 GMT

A college student in the 1980s may have been content living off instant noodles for dinner. Nowadays, a twentysomething is as likely to pick up a piece of wild salmon with quinoa and a fresh rocket salad from their local grocery store on any given night.

It’s a shift that’s having ripple effects throughout the food industry as manufacturers and retailers scramble to adapt to a younger generation’s appetite for fresher, healthier foods.

But their efforts aren’t creating a more sustainable industry as healthy convenience meals are often just as heavily packaged as processed products.

Sales of fruit and vegetables, meat and seafood, and prepared deli foods have risen from $257bn (£206bn) in 2009 to a forecasted $315bn in 2016, according to a report from London-based market research firm Mintel.

The shift is taking place because consumers are changing so much, and fast, says John Stanton, professor of food marketing at Saint Joseph’s University in Philadelphia. And it’s not just any consumer – millennials, those born roughly between 1982 and 2004, are driving the growth. They favour fresh, minimally processed food that is easy to prepare, says Stanton.

Read more at The Guardian.

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