Millennials, Generation Y, the "me" generation. By now we’ve all heard the terms. Even if you are not familiar with the term or with the generation, there is no doubt that you are still affected by them. After all, as of 2012 there are 80 million millennials residing in the United States.

Millennials, born between the early 1980’s and early 2000’s are influencing many aspects of life in the United States. They are diverse, tech savvy, and crave instantaneous gratification. They want the best, and they want it now. They are also more apt to try new things and explore new cultures. All of these characteristics are fueling the way they buy and consume products.

There’s no doubt that millennials have the power to drive the U.S. food and beverage market in their preferred direction. Their buying power and influence is substantial and many food and beverage makers have already began to cater to them.

Symrise has developed a four part series on millennials in the U.S. Part one is an introduction to the generation and how they compare to other generations.

Check out part 1 of a 4 part Symrise Series: Millennials: USA demographic characteristics

Check back next week for part 2.