SupplySide West Podcast: Capturing Millennials with the Softer Side of Health

Millennials view food and health differently than Boomers and Gen X'ers. Millennials want food from brands with values, missions and purposes that align with their own ideals of improving the world. For them, health is not a blood pressure level or a body mass index (BMI); health is experiencing happiness, energy and vibrancy. Food and supplement brands can tap into theses mindsets by offering natural, safe and efficacious products, and using the right communication to explain the brand story, according to Amanda Hartt, market research manager, New Hope Network's NEXT data and insights team.

Sandy Almendarez, VP of Content

January 17, 2018

Millennials view food and health differently than Boomers and Gen X’ers. Millennials want food from brands with values, missions and purposes that align with their own ideals of improving the world. For them, health is not a blood pressure level or a body mass index (BMI); health is experiencing happiness, energy and vibrancy. Food and supplement brands can tap into theses mindsets by offering natural, safe and efficacious products, and using the right communication to explain the brand story, according to Amanda Hartt, market research manager, New Hope Network’s NEXT data and insights team. In this podcast with Sandy Almendarez, editor in chief, INSIDER, Hartt discusses:

  • The cultural awakening where consumers feel an erosion of trust in conventional food system causing them to seek whole, unprocessed foods provided by mission-, purpose-driven brands in the natural and organic sector.

  • How Millennials look to food to improve their lives, how they hold a reverence for everything that goes into their bodies, and how they care about a food brands’ story.

  • Millennials’ trust in supplements, which is higher than older generations, and how they pride themselves on their supplement use rather than prescription drug use.

Hart spoke at the SupplySide West 2017 Workshop “How Millennials Are Transforming Modern Marketing.”

Get more information on Millennials from SupplySide West speakers:

About the Author

Sandy Almendarez

VP of Content, Informa

Summary

• Well-known subject matter expert within the health & nutrition industry with more than 15 years’ experience reporting on natural products.

• She cares a lot about how healthy products are made, where their ingredients are sourced and how they affect human health.

• She knows that it’s the people behind the businesses — their motivations, feelings and emotions — drive industry growth, so that’s where she looks for content opportunities.

Sandy Almendarez is VP of Content for SupplySide and an award-winning journalist. She oversees the editorial and content marketing teams for the B2B media brands SupplySide Supplement Journal and SupplySide Food & Beverage Journal, the education programming for the health and nutrition trade shows SupplySide Connect New Jersey and SupplySide West, the education program SupplySide Fresh for industry newcomers and community engagement across the SupplySide portfolio. She is a seasoned content strategist with a passion for health, good nutrition, sustainability and inclusion. With over 15 years of experience in the health and nutrition industry, Sandy brings a wealth of knowledge to her role as a content-focused business leader. With specialization in topics ranging from product development to content engagement, creative marketing and c-suite decision making, her work is known for its engaging style and its relevance for business leaders in the health and nutrition industry.

In her free time, Sandy loves running, drinking hot tea and watching her two kids grow up. She brews her own “Sandbucha” homemade kombucha; she’s happy to share if you’re ever in Phoenix!

Awards:

Speaker credentials

Resides in

  • Phoenix, AZ

Education

  • Arizona State University

Contact:

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