United Kingdom 
United States 
Italia 
Deutschland 
France 
International 
In the fast-paced world of FMCG, the key to success lies in understanding your shopper. Each generation is characterized by unique attitudes and behaviors, shaped by their experiences and current life conditions.
Currently, the youngest generation (<30 year) represents 8% of the shoppers and only 5% of the FMCG value. As this group is still growing up to take their own (spending) decisions, this generation is a powerful demographic force. They tend to embrace innovations and brands more easily. Making them an important group to attract new buyers and attach them to your brand
On the other hand, the older generation (60+ years) holds a significant purchasing power and is responsible for over 40% of total value. Shaped by experience, the group will increase significantly in coming years. Making it an extremely relevant group to target .
This initiative dives deep into preferences and behavior of these dynamic demographic groups and the reasoning behind their behavior. Providing you with valuable insights on these shopping group in general but also by looking into your category and brand in relation to competitive brands and categories.
- How does the FMCG purchase behavior of young shoppers compares to older shoppers?
- Including direct consumption and on the move purchases from supermarkets or delivery.
And the most appealing products of the youngest generation compared to older generation - Identification of the biggest generation differences in relation to their attitudes, value, media behavior, concerns and appealing aspects.