The Financial Times has published another story on millennials arguing that this "generation" is challenging large groups to cater for their taste in local, natural products. Diageo, Danone and Unilever, for example, are chasing consumers aged between 22 and 37 who are more health-conscious than their parent were at the same age. Sales of food claiming to be organic grew by 10% last year in the US and an increasing number of consumers are demanding "adult non-alcoholic drinks".

read article "How millennials' taste for 'authenticity' is disrupting powerful food brands"