French food group Danone teamed up with Spotify on an artistic campaign for its Light & Free yogurts aimed at young adults. Read more…

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Emmanuel Faber, chief executive of Danone, last year discussed how tastes have changed. “Consumers are looking to ‘pierce the corporate veil’ in our industry and to look at what’s behind the brand,” he said at the CAGNY industry conference. “The guys responsible for this are the millennials. They want committed brands with authentic products. Natural, simpler, more local and if possible small, as small as you can.”

Danone reported steady growth for 2018 and forecast that sales with rise 3 percent this year. The company this month said its specialized nutrition and bottled water divisions boosted fiscal Q4 2018 sales by 2.4% to €6 billion. For the full year, sales grew 2.6% to €24.7 billion despite the effect of a boycott campaign started on Facebook to protest Morocco’s rising food prices. Sales of its Activia yogurt brand were flat in Europe, stabilizing after years of decline.

For the company to compete more effectively against Facebook, Google and Amazon in digital advertising, Spotify will need to collect more personal information about subscribers to improve its ad targeting.

Percentage of Streaming Viewers Who Use Another Subscriber’s Account

Group (Birth Years*) / Service Netflix Amazon Prime Video Hulu
Millennials (1981-1996) 18.1% 17.7% 20.0%
Generation X (1965-1980) 8.9% 12.7% 16.7%
Baby Boomers (1946-1964) 10.9% 19.5% 17.8%
Total 15% 16.5% 19.2%

Source: CordCutters.com survey of 1,127 people using Amazon’s Mechanical Turk; 50.9 percent of survey participants were men, and 49.1 percent were women. Participants ranged in age from 18 to 81 with a mean of 37 and a standard deviation of 11.9. Respondents were disqualified from the survey if they didn’t use a video streaming service.

*Birth years from Pew Research Center.