Helping a global FMCG understand shopper behaviours
Create a bespoke training resource which showcases how to effectively engage Millennials across the European market with shopper media.
Initially we conducted in-depth research to gain a deep understanding of 'Millennials' who actually represent 20% of the European population. Here we looked to understand their interests including the environment and community as well as any financial priorities and shopper focused attitudes and behaviours. Once this profile was created, we worked to understand their interaction with media to create specific investment recommendations, alongside media implementation best practices.
Fact: Millennials over-index in identifying Discounters (like Aldi, Asda, & Lidl) and Convenience stores (like Spar, Nisa, and Costcutter) as their main supermarket. After Tesco, Aldi is the second most likely to be their main supermarket (cited by 17% of millennials).