Millennials crave novel and unique products

Millennials are digital natives, used to high exposure and familiarity with digital tools and social media. This is feeding their appetite for unique products and experiences.

Results from GlobalData’s 2017 Q1 global consumer survey reveals that curiosity is a key driver motivating millennials to try new flavours and fragrances. This desire to experiment creates opportunities for brands offer innovative and unusual premium products, which millennials are often prepared to pay extra for.

For example, CLRCFF Clear Coffee recently launched in Slovakia and the UK. It has an eye-catching, clear colour and packaging. The brand claims the colour addresses teeth staining concerns associated with traditional coffee, while also offering something surprising and unique to appeal to novelty seeking millennials.

Brands should continue to tap into the curiosity of millennials through the unique use of flavour, colour, ingredients, and packaging to drive product trial and experimentation.