Energizing the Millennial Parent

V8+ Energy with natural energy from green tea was built to fulfill the needs of the millennial parent.

 

June 2017

 

Campbell Soup Company is driven and inspired by our Purpose, “Real food that matters for life’s moments.” We make a range of high-quality soups and simple meals, beverages, snacks, and packaged fresh foods. Fulfilling the needs of the millennial parent is key to this purpose, especially in the beverage cooler.

 

Millennial parents will be vital to unlocking continued growth in the energy category. Millennial parents now account for a third of all energy drink category dollars and drive over 90% of category growth according to recent IRI panel data. Mintel also reports that 40% of parents now consume energy drinks and are likely to increase category purchases in the future. Convenience retailers must capture and retain this important consumer segment to secure growth in the energy category.

 

Though millennial parents are consuming more energy, these consumers are concerned about the ingredients in their energy drinks and are looking to alternatives to deliver their energy needs. According to Mintel’s May 2016 Energy Drink report:

 

• 32% of consumers worry about the safety of regular energy drinks

• 39% of parents indicate natural energy drinks are a safer alternative to regular energy drinks

• 30% of parents indicate that they’re drinking more natural energy drinks than regular energy drinks

These insights suggest a clear need to increase the availability of natural energy sources as consumers look beyond traditional energy drinks.

 

V8 +Energy®, which combines vegetable juice, fruit juice and green tea to deliver natural energy meets the natural energy needs of the millennial parent. V8 +Energy® contains no artificial flavors or colors and clearly calls out the 80mg of natural caffeine in each can to respond to increased consumer concern about beverage ingredients and caffeine consumption.

 

 IRI National Buyer Panel, energy drink (excluding energy shots) category dollar sales by HH generation & HH presence of children, latest 52 w/e 11-27-2016.

 Energy Drinks – US – May 2016, Mintel, pg. 50

 Energy Drinks – US – May 2016, Mintel, pg. 71

 Energy Drinks – US – May 2016, Mintel, pg. 71

 Energy Drinks – US – May 2016 Data Workbook, energy drink behaviors by demographic

 

The future of energy will rely on establishing trust with this increasingly vocal and loyal consumer by providing real ingredients & transparency. The V8® brand delivers this future to retailers and consumers by providing natural energy from green tea and a combined serving of vegetables & fruit, all backed by Campbell Soup Company’s commitment to transparency evidenced in whatsinmyfood.com.

 

For generations, people have trusted Campbell to provide authentic, flavorful and readily available foods and beverages that connect them to each other, to warm memories and to what’s important today. For more information about the food we make and our commitment to real food & transparency, visit campbellsoupcompany.com

Real Foods That Matter for Life’s Moments

Campbell Soup Company’s Wide Range of Products

 

March 2017

 

Campbell Soup Company is driven and inspired by our Purpose, “Real food that matters for life’s moments.” We make a range of high-quality soups and simple meals, beverages, snacks and packaged fresh foods. For generations, people have trusted Campbell to provide authentic, flavorful and readily available foods and beverages that connect them to each other, to warm memories and to what’s important today.

 

Within the Juice Category, V8 has always been about vegetables, which inherently have lower sugar than fruits.  As sugar/calorie concerns continue to plague the category and consumers want more convenient and nutritious snacking options, V8 has a wide-range of products to address the consumer needs. V8 continues to innovate to deliver upon these consumer needs and the pressing challenges of the category.  In particular, V8 Veggie Blends, which were launched in 2015, are packed with vegetable nutrition and offer a lower sugar and calorie profile compared to many 100% juices and juice beverages. Also, V8 +Energy continues to succeed playing in a “blurred beverage” space combining vegetable juice, fruit juice and green tea to deliver natural energy. Leveraging the success of V8 +Energy, V8 has launched a carbonated +Energy line which offers an experience closer to more traditional energy drinks.

 

V8 sees this as an opportunity for manufacturers to innovate for benefit-driven functional beverages that also address consumers’ sugar concerns and related weariness of artificial sweeteners. We anticipate that there will be even more heightened focus on not only absolute sugar levels but added sugar levels in the coming years as the FDA releases the new Nutrition Facts Panel. Consumers are checking the nutrition fact panel for sugar more than ever before…more so than fat. In fact, 70% of consumers who used sugar/sugar substitutes are concerned about how sugar impacts their overall health.

 

Within the Juice Category, Smoothies are on the rise and will continue to grow as consumer behavior of snacking continues to increase and replace staple meals such as breakfast. As well as HPP (High Pressure Processed) juices continue to expand in the refrigerated juice (i.e. Naked Pressed). “Blurred” or hybridproducts that contain a multitude of benefits and flavors that cross traditional category lines are changing the game in beverages.

 

To ensure growth within the Juice Category, Retailers must recognize that consumers are taking an active role in meeting their personal health and wellness goals.  This is enabled by more information, measurement and wearable technology tools than ever before.  As the oldest millennials will soon turn 37, they are looking for better-for-you products that deliver both the presence of benefits like energy and nutrition as well as the ‘absence of’ ingredients they want to avoid, like artificial and sugar. These consumers will seek out retailers with shelving sets that make it easier to shop for “better-for you” and functional beverages. Given the restrictions on space within the juice category, a focus on smart assortment is critical. Ensuring that all consumer needs are met without a great deal of duplication is key. At Campbell, our role is to partner with retailers to help them become successful in this segment by supplying the right products and innovation, meaningful insights and marketing support.