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1 A TASTE OF OUR NEWEST RESEARCH

Millennials as New Parents in Grocery Shopping Trends

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We have conducted a new study of 25-34 year old Millennials who have children in order to examine how their shopping habits change after they have kids. With this group representing more than 10 million Millennials, what does it mean for the future as these Millennials begin to mature? Below is a sneak peek at our research. We will be sharing the full report at our annual Share.Like.Buy conference in September.

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Page 1: Millennials as New Parents in Grocery Shopping Trends

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A TASTE OF OUR NEWEST RESEARCH

A TASTE OF OUR NEWEST RESEARCH

Page 2: Millennials as New Parents in Grocery Shopping Trends

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Millennials become much different shoppers after

they have kids....

Millennials become much different shoppers after

they have kids....

Page 3: Millennials as New Parents in Grocery Shopping Trends

Brands That Rise Brands That Fall

Dollar General Abercrombie & Fitch

Home Depot American Eagle

Kmart Apple Store

Kohl’sBurberry

KrogerH&M

Lowe’s J. Crew

Target The Limited

Value City Furniture Macy’s

Walmart Nordstrom Rack

Williams-Sonoma Sephora

After they become parents, the brands on the left rise to an index above 100 against the general population while all the brands

on the right fall to an index below 100.

...

Page 4: Millennials as New Parents in Grocery Shopping Trends

Brand preferences shift noticeably--with Target surging into a tie with Nike

Page 5: Millennials as New Parents in Grocery Shopping Trends

If they had to choose one retailer for the rest of their

lives, who would they choose?

Page 6: Millennials as New Parents in Grocery Shopping Trends

Walmart wins a strong plurality--but Amazon finishes second among dads.

Page 7: Millennials as New Parents in Grocery Shopping Trends

After parenthood, Millennials buy less on quality over price in most--but not all--categories.

Chart shows what percentage of purchases in various categories are made primarily on the basis of quality over price. Values greater than 50% are “quality” purchases, values under 50% are “price” purchases.

Page 8: Millennials as New Parents in Grocery Shopping Trends

It’s easy to understand what’s behind the shift:today’s young parents are feeling the squeeze...54% are having a

hard time making ends meet.

Page 9: Millennials as New Parents in Grocery Shopping Trends

Millennial Moms and Dads have significantly different views on a range of statements about parenting. .