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September 19, 2013
News for the food, beverage and consumer packaged goods industry
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Shopper insights: the millennial consumer
For retailers and food- and beverage-makers striving to stay ahead of the curve in the industry, fulfilling the needs of consumers is top priority. Trends among key consumer groups are helping shape the way retailers and manufacturers do business.

Part 1 of this GMA SmartBrief Special Report, published Tuesday, took a look at how Hispanic consumers' shopping habits are influencing the food retail sector. Part 2, below, will examine trends among millennials and what retailers and grocery manufacturers are doing to appeal to this important consumer group.

If you want more news about shopper trends and the consumer packaged goods industry, sign up for this timely e-newsletter. GMA SmartBrief delivers the day's top news directly to your inbox -- for FREE.
Are You Maintaining Relevancy Across Generational Divides?
With more generations in stores than ever before, striking a balance between engaging one generation without alienating others is difficult. Brands must find a way to stretch between groups and maintain relevancy across generational divides. To learn more, download the FREE report, Four Generations in the Aisle: How Generational Differences Impact Grocery Shopping.
Consumer Insights 
  • What drives millennials to shop and spend?
    America's 80 million millennial consumers are on track to account for about 30% of all retail sales by 2020, but the group can be a tricky demographic when it comes to figuring out what they'll choose to spend on, according to recent studies. Gen Y consumers love to shop but make fewer purchases than their older counterparts, according to NPD Group, in part because they love a bargain and in part because many of them have less money. (9/11) LinkedInFacebookTwitterEmail this Story
  • Survey: Millennials with money shop differently than mom and dad
    Millennial consumers in households with more than $75,000 in annual income love to shop, do more of their shopping online and use credit cards less than their older counterparts, according to a survey by the Shullman Research Center. The survey also revealed that 86% of the 18-to-33-year-old group expects to be better off financially in a year, compared to 72% of all adults, and 57% plan to spend more during the next 12 months. Adweek (9/3) LinkedInFacebookTwitterEmail this Story
  • Why millennials still head to the mall
    The 80 million U.S. consumers who make up Generation Y grew up with online shopping, but most still enjoy shopping at malls and brick-and-mortar stores, making them a key retail demographic as they begin to set up their first homes, according to the Urban Land Institute. "They're hugely important, the largest demographic in American history...bigger than the baby boomers," said Maureen McAvey, senior resident fellow for retail for ULI. The Baltimore Sun (9/7) LinkedInFacebookTwitterEmail this Story
How Well Do You Know Your Shoppers?
The economic tides are turning and brands must adapt to the ever-evolving shopping landscape. Recent research reveals consumer confidence is improving and advances are being made in both digital communications and health and wellness, heavily influencing shoppers' buying patterns. To learn more, download the FREE The Why? Behind The Buy™ report.
Brand Strategy Spotlight 
  • Millennials crave a conversational approach, Barkley exec says
    Brands aiming to reach millennials need to develop a strategy of true conversation by incorporating feedback and allowing consumers to help tell part of a product's story, writes Jeff Fromm, executive vice president at Barkley. Millennials also seek a personal connection with brands and their values, which Nike and Target have been able to capitalize on but may be starting to hurt Apple, he writes. Advertising Age (tiered subscription model) (8/14) LinkedInFacebookTwitterEmail this Story
  • Crystal Light celebrates "weird wonderful you"
    Kraft Foods Canada is launching a campaign for Crystal Light aimed at women between the ages of 18 and 32, with the tagline, "weird wonderful you." The campaign includes television ads and a social media effort with animated Vine videos highlighting the unique qualities of fans who share their stories. The campaign is just one example of how companies are tailoring advertising to millennials. "When you’re talking to the female millennial, the sharing with the consumer is really what’s going to make this campaign. We need to be authentic and talk about them," said Kristi Murl, director of cold beverages at Kraft Canada. The Globe and Mail (Toronto) (tiered subscription model) (8/8) LinkedInFacebookTwitterEmail this Story
  • Miller, Bud appeal to millennial tastes with stronger beers
    The upcoming launch of Miller Fortune, a beer with 6.9% alcohol by volume, highlights the trend of brewers targeting younger drinkers who want stronger drinks but still pick lighter brews. Fortune hits a "sweet spot" with young men, particularly Latinos and African-Americans, said MillerCoors Vice President of Innovation David Kroll. An early ad concept from Saatchi & Saatchi New York, which cannot highlight the beer's ABV, features the tagline "Open Pandora's bottle." Advertising Age (tiered subscription model) (8/19) LinkedInFacebookTwitterEmail this Story

Product announcements appearing in SmartBrief are paid advertisements and do not reflect actual GMA endorsements. The news reported in SmartBrief does not necessarily reflect the official position of GMA.
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