The “What Matters to Millennials” study set out to unpack the marketing buzzword “authenticity” and to learn what creates an authentic brand according to millennials.

While craft beer has taken the world by storm, today there is a new drink taking a shot at global popularity - craft spirits. Indeed, new research from Mintel reveals that spirits positioned as “craft” have so far accounted for one in seven (15%) new global spirit launches to date in 2016, up from just one in 20 (5%) in 2011.

Retale, a location-based mobile advertising platform for retailers and brands, announced the results of its first annual “Retale Millennial Grocery Report” – a commissioned study examining grocery shopping preferences among millennial (18-34 years old) consumers. 1,000 millennials across the U.S. were polled for the study between May 2-6, 2016.

Age, ethnicity, life stage, and values also influence current and future eating behaviors, based on a recently released NPD study that leverages 30 years of actual consumption data to quantitatively determine what is myth and reality about eating patterns among the generations.

This pronounced proclivity for bold and confident individualism extends noticeably to Millennials’ food choices, according to market research publisher Packaged Facts in the brand-new report Millennial Menus: Culinary Trend Tracking Series.

In fact, more than a quarter of parents (26%) learn about a new product as a request from their child, according to market research publisher Packaged Facts in the brand-new report, Kids Food and Beverage Market in the U.S., 8th Edition.

Boomers eat ready-to-eat snack food 20% more often than millennials do, according to NPD’s daily tracking of U.S. consumers snacking habits.

This unprecedented shift in consumer attitudes and behaviors have food manufacturers struggling to find growth in a changing marketplace where legacy brands are ceding share to smaller, new entrants and the store perimeter is outperforming center of the store.

It seems that every major food company is trying to understand this unique audience and many are blaming them for the seismic shifts that are taking place in the food industry.

The TAKE5 brand has developed a cult-like following that's driven the bar's 10% growth over the last three years without marketing support.