Women ages 20 to 30 represent a $54 billion marketing opportunity for packaged goods companies, according to Brandweek.
But a study from Information Resources indicates that the shopping habits of this demographic vary significantly from previous generations.
Compared to their elders, Millennials tend to use less coupons and circulars. They are also more likely to shop without a budget and make impulse grocery purchases.
“They may be time and money compressed, but they live in this 24-hour ‘on’ lifestyle, and so, for most Millennials, it’s more about getting it done rather than getting the best deal,” Sean Seitzinger, IRI’s svp of thought leadership said.
One conclusion that can be drawn from this data is the increasing importance of package design and in-store marketing.
