Although Generation Y may be tight on cash, they still have a thirst for premium drinks. Happy to move to a smaller pack size if this delivers to their lifestyle, Millennials are responding well to packaging that communicates a premium or exclusive positioning delivered at the right price. To create this feeling of affordable luxury, packaging should avoid falling back on over-decoration or placing a heavy reliance on metalic touches and ‘bling’. Gen Y isn’t about conspicuous consumption but about products, brands and packaging that appeals to their values and desires.

In this video, Benjamin Punchard, Global Packaging Insights Director at Mintel, talks you through some innovative packs targeting Generation Y.

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