Future proofing – appealing to post-millennials
15 Mar 2017

I have been immersing myself in the food and grocery shopping behaviour of 18-25 year olds in preparation for our exciting new piece of research Generation Change.

Post-millennials will shape the future

Born between 1992 and 1999, post-millennial shoppers are set to shape the future of the food and grocery industry. Though relatively small in number now, they will become more influential over time. They are replacing baby boomers as the generation with the most purchasing power.

Source: ONS

Understanding post-millennials

However, the challenge is that relatively few people working in the food and grocery industry can associate with these shoppers.

It will therefore be key to future proof your business to meet the growing demands from post-millennials who expect better products, prices, more product diversity and improved services, along with wanting meaningful experiences and inspiration.

Generation Change research

In our forthcoming research, Generation Change – maximising growth from post-millennials, we have conducted a multi-stage research project including:

  • An online community including a food and grocery shopping diary
  • An online survey
  • Smartphone survey

Our research takes an in-depth look into the following key areas:

  • How their shopping behaviour differs to other generations
  • Which missions they conduct and where
  • Their attitudes to brands and private label
  • The role of innovation and NPD
  • How brands can help them learn more about food and grocery shopping and meal preparation
  • Their use of digital in helping them conduct their food and grocery shopping
  • How they will shop for food and groceries by 2050 and how they see the stores of the future

Watch out for our new research which will be launched by the end of March 2017.

Get in touch if you’d like to find out more

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