Functional teas provide a good example of how generational differences can impact category growth and brand perceptions. At the recent IFT Annual Meeting and Expo, BrandHive’s Chief Marketing Officer, Jeff Hilton, explained the differences between Baby Boomers and Millennials in making choice regarding their disposable income.

“Functional tea is really an appealing category for boomers,” said Hilton. “We grew up with teas. We know teas. We are comfortable with teas. So, adding functionality to teas? That makes sense, that’s logical for us.” Hilton explained that unlike Millennials, Boomers tend to be more traditional and brand loyal.

In order to emphasize the impact of this segment, Hilton mentioned that Boomers will control 70% of disposable income in the United States over the next five years. “If that doesn’t draw the attention of consumer goods manufacturers, I’m not sure what will.”

To watch Hilton’s complete video, take a look at this:

http://www.foodnavigator-usa.com/Markets/Functional-teas-are-a-real-driver-for-Boomers-Marketing-guru