RISE

OF THE

MILLENNIALS

Tap into Differences...Generate Growth

Millennials are the largest generation in U.S. history and their influence on the CPG market is growing rapidly. To make strong connections that resonate with this huge and increasingly powerful generation, CPG marketers must move past simplistic generalizations and identify with millennials as truly unique individuals. The IRI MillenniaLink™ segmentation will help you understand what makes millennials tick, why painting them with broad brushstrokes can be dangerous, how they are more than their collective stereotypes…and, most importantly, how going deep on millennials will deliver growth to your top line.

2013
$862
2014
$884
2015P
$903
ANNUAL CPG SALES - $ BILLIONS
2020
$290
Billion
PROJECTED MILLENNIAL CPG SALES
Meh.
Whatever.
Struggling Wanderers
CORE
VALUES
  • Independent
  • Apathetic
  • Work/life balance
KEY
CHALLENGES
  • Financial insecurity
  • Lack of clear direction in life
  • Balancing nutrition versus convenience
Good planets are hard to find.
Don't blow it.
Conscious Naturalists
CORE
VALUES
  • Preserving Mother Earth
  • Eating healthy
  • Natural/organic products
KEY
CHALLENGES
  • Weight management
  • Often overwhelmed
  • Weak self-image
Dream big. Plan well.
Work hard. Enjoy life.
New Traditionalists
CORE
VALUES
  • Financial health
  • Personal growth
  • Charitable giving
KEY
CHALLENGES
  • Healthy eating
  • Being a creative cook
  • Keeping up with trends
You only get one life.
Make it a good one.
Confident Connectors
CORE
VALUES
  • Health & fitness
  • Ambition/success
  • Philanthropy
KEY
CHALLENGES
  • Balancing health & wellness goals
  • Financial success
  • Being connected with others/the world
When in doubt,
go shopping.
Concerned Aspirationalists
CORE
VALUES
  • A good deal
  • Friend/family connections
  • First to try new things
KEY
CHALLENGES
  • Financial insecurity
  • Balancing nutrition versus convenience
  • Often overwhelmed
YOLO
(You Only Live Once)
Free Spirits
CORE
VALUES
  • Spontaneity
  • Influencing others
  • Friend/family connections
KEY
CHALLENGES
  • Financial management
  • Impulsive
  • Balancing nutrition versus convenience & excitement