Millennial trends &
opportunities in consumer
health care aerosols
This paper was originally presented at the New York Aerosol & Dispensing Forum (ADF).
With the concept of “wellness” quickly eclipsing the idea
of “healthiness” and a prevalence of distrust of large,
established institutions, Millennials are taking the idea
of self-care seriously. However, they are doing it in ways not previously
realized or even possible by prior generations. By recognizing
these trends and the opportunities they create, the consumer health
care industry will be able to meet the unique needs of this highly
important demographic. In this space, traditional aerosols and other
pressurized packaging will stand to play a key role in areas of both
convenience and compliance.
The Millennial Generation:
What makes this group unique?
As with any attempt to cleanly define a generation, opinions vary
regarding the specific technical, societal and cultural aspects of that
group. The Pew Research Group defines Millennials as those born
20 Spray February 2020
Scott Carpenter
VP Marketing & Partner Innovation,
Formulated Solutions
Credit: Pew Research: Millennials: Confident. Connected. Open to Change
Note: Based on respondents who said their generation was unique/distinct. Items represent individual, open-ended responses.
between 1981 and 19961, “a generation that is old
enough to have experienced and comprehended
9/11, while also finding their way through the 2008
recession as young adults.”2
As of 2016, Millennials represent the largest
generation in history, roughly one-third of the U.S.
population.3 As with any generation, the group feels
it has a unique and distinct identity, with 24% of
individuals stating that they felt their use of technology
was their most defining characteristic.4