#3 | MILLENNIALS ARE CHANGING THE GAME
- MANE LATAM FLAVORS
- Apr 29, 2025
- 4 min read
As the largest adult generation alive today, Millennials hold significant sway over economic trends, social movements, and cultural shifts. And as they move into their prime spending years, gaining a deep understanding of this generation has become essential for any business to remain connected to modern consumers.
Key figures that highlight the sheer size and spending power of the millennial generation |
WERE BORN BETWEEN 1981 - 1996 Aged 29 to 44, the generation came of age at the turn of the millennium, during the transition into a new era.
GLOBAL POPULATION 23% more than 1.8 billion people. (Source: Deloitte)
ECONOMIC INFLUENCE 22,5% of global consumer spending.
(Source: NielsenIQ and World Data Lab)
How Millennials Are Shaping the Future of Consumption |
Millennials have become a driving force behind the transformation of the food and beverage industry. With a strong focus on health, sustainability, and authenticity, this generation is redefining what and how people consume. They value experiences over products, transparency over tradition, and personalization over mass appeal.
Check some Behavioral Highlights of This Generation
Purpose-Driven Consumers
Millennials prefer brands that align with their personal values — such as sustainability, social responsibility, and ethical practices. They don’t just buy products; they support causes.
Health-Conscious and Wellness-Oriented
They care about what they consume — favoring organic, plant-based, and clean-label products. Mental health, fitness, and work-life balance are also top priorities.
Experience Over Ownership
Millennials prioritize experiences — like travel, dining, and events — over material goods. They value memorable, shareable moments more than possessions.
Bridging Generations
Millennials speak both analog and digital fluently, connecting older and younger generations.
Born in the Analog, Raised in the Digital
This hybrid experience has made them highly adaptable. They understand and value the authenticity of the pre-digital world, yet they master the dynamics of today’s connected world.
Source: Mintel
To reach Millennials, brands learned the art of relevance, authenticity, and real-time connection |
Millennials are not just influencing trends, they’re setting the new standards. Brands that understand and adapt to their preferences are not just staying relevant — they’re thriving.
O BOTICÁRIO LAB
As part of a gastronomic immersion, the brand's concept store has just established a new partnership with Amor Espresso, which features six beverages inspired by the brand’s fragrances on its menu. The drinks range from vegan options to alcoholic selections. In addition to their unique and exclusive flavors, the beverages also stand out for their visual appeal inspired by the brand’s fragrances (BRAZIL).
CREAMY
Coffee meets lip hydration in Brazil.
Creamy, a dermocosmetics brand, partnered with coffee chain The Coffee to launch The Coffee Collection lip balms. This line lip balms inspired by The Coffee's top-selling drinks (BRAZIL).
FRISBY & RUBY ROSE
Looking for an even more unexpected pairing than Ruby Rose and Frisby? These two iconic Colombian brands have teamed up to prove that the most surprising duos are often the best. Buy any Frisnacks and redeem a Ruby Rose blush (COLOMBIA).
RAPPI
Rappi Travel has established itself as a practical and integrated option for travel planning in Latin America, especially among millennials who value convenience and personalized experiences. (COLOMBIA).
How brands are exploring relevant flavours to win over this generation? |
For Millennials, flavour is experience! Brands craft flavours that tell stories, evoke emotions, and spark curiosity.
Nostalgia has become a powerful emotional driver among millennial consumers. In a fast-paced and ever-changing world, nostalgic experiences create emotional connections that feel authentic and grounding. Brands that successfully tap into this sentiment are not just selling an item, but a memory. For millennials, nostalgia isn’t just a trend; it’s a bridge between their past and the present.
 |  |  |
JUNDIÁ & DADINHO Dadinho is one of the most nostalgic flavors for millenials. With the opportunity to bring back that beloved taste through one of the most cherished treats by Brazilians — the popsicle — Jundiá Ice Cream has launched a Dadinho-flavored popsicle. (BRAZIL). | SEARA & NETFLIX Focused on series marathoners, Seara announced its collab with Netflix. Korean hot dog, chicken bytes, chicken supreme, meat dumpling. (BRAZIL). | NESTLÉ SURPRESA Nestlé relaunched Chocolate Surprise, a hit in the 1980s and 1990s. After 22 years, the chocolate is coming back with a redesigned packaging and collectible cards in a digital version, instead of the physical cards of the original version.(BRAZIL). |
 |  |  |
CREMOLETTA Vanilla and chocolate covered ice cream is back on the market. First launched in 1992, it is now part of the nostalgia of millennials. (COLOMBIA). | APPLAUSE After 30 years, Alpina surprises their consumers with the return of Applause, the iconic citrus-flavored beverage of the 1990s.(COLOMBIA). | FRUTASTICA After years off the market, FRUTÁSTICA is making a comeback in Mexico to win back the hearts (and taste buds) of millennials who grew up with its unique and playful flavor. This iconic beverage, which marked the childhood of an entire generation, returns with a refreshed design while keeping the fruity essence that made it unforgettable. (MEXICO). |
 |  |  |
PEANUTS+ STARBUCKS Have come together with an exclusive line of merchandise, drinks and food in Starbucks stores in markets around the world.NOW! IN LATAM | POP AMBROSOLI The sour Loop gummies from Ambrosoli are a classic treat loved by all generations, and in collaboration with CCU, they launched the carbonated drink POP with Loop flavor. (CHILE). | FRAC Bresler launched a complete line of ice creams inspired by cookies and candies. One of the releases was an ice cream inspired by Costa's Frac cookies — a classic chocolate cookie filled with vanilla cream. (CHILE). |
READY TO CRAFT INNOVATIVE FLAVORS TO THRILL THE MILLENNIAL GENERATION?
Whether you’re looking for flavor inspiration or need help with formulation challenges our experts are ready to bring your innovative ideas to life and help craft products designed to create meaningful experiences.
Contact your MANE account manager!
We have been driven by our passion for creating sustainable ingredients, fragrances and flavours and 'capturing what moves us' to consumers in memorable ways for over 150 years. To pass on our dedication to future generations, we need everyone's commitment and for Corporate Social Responsibility to be fully integrated into the core of our corporate strategy.
Every Buzz Flavor is becoming better than the previous one. Excellent job, valuable information. Thanks