MILLENNIALS AS

GROCERY
SHOPPERS
IRI European Shopper Survey 2018

YOUNG MILLENNIALS MILLENNIALS

INFO SEEKERS 18-24 25-34

61%
Young Millennials use the
2/3
internet to find info on YOUNG MILLENNIALS
products and stores RESEARCH NEW
(versus 43% older people) PRODUCTS ONLINE
(VERSUS

45%
55%
Of all Millennials use smart-
FOR >34 Y.O)
>34 Y.O RESEARCH ONLINE
MORE OFTEN (ONCE EVERY
TWO WEEKS) VERSUS ONCE
phones to research product EVERY THREE WEEKS FOR
and store information MILLENNIALS

23%
Young Millennials use social
blogs and online forums as a
source of info
(versus 15% older people)

SMARTPHONE IS THE
MILLENNIALS DEVICE

SMARTPHONE PC TABLET

55% 34% 7%
>34 y.o 34% >34 y.o 52% >34 y.o 12%

BENEFITS OF ONLINE SHOPPING

42% 39% 37%

TIME SAVING FREEDOM TO BUY WIDER ASSORTMENT

PRODUCT
PURCHASING PREFERENCES

YOUNG MILLENNIALS MILLENNIALS

18-24 25-34
MANUFACTURER RESPECTS
ENVIRONMENT AND LOCAL
71% 70% versus 73%
for >34 y.o

PRODUCTS WITH
ENVIRONMENTALY FRIENDLY
PACKAGING 70% 68% versus 75%
for >34 y.o

INNOVATION
70% 70% versus 65%
for >34 y.o

BUT THERE IS A RELUCTANCE

TO PAY MORE

YOUNG MILLENNIALS MILLENNIALS

18-24 25-34
WILLING TO PAY MORE
FOR KM ‘0’ FOOD 50% 53% versus 58%
for >34 y.o

WILLING TO PAY MORE

FOR ORGANIC FOODS 51% 53% versus 51%
for >34 y.o

To learn more please contact: INT.Marketing@IRlworldwide.com