Millennial influence on global companies in the junk food industry in the United States and Spain

Abstract

[eng] The millennial generation is taking up a great part of the world population, which as a result, has an impact on consumption. In addition, during the past years corporations belonging to the junk food industry have suffered losses while their substitutes are booming. This essay aims to decipher the strategies these big companies have carried out during the past few years as a response to new health values as well as determining the future of the junk food. The study has been done with strong brands in the industry in the United States, renowned for unhealthy eating, and Spain, which follows a widely-promoted Mediterranean diet. Through sale and volume analysis of firms in the chocolate, soft drink and cereal sectors, millennial consumers in Spain will stay loyal to cereal while Americans will choose chocolate.