News Column

Millennial Moms' Shopping Habits Decoded

November 14, 2013

Staff Reports --

latina shopper
Millennial moms are becoming increasingly important to marketers (file photo)

Millennial moms have baffled marketers with their eclectic shopping patterns, but a new study may be able to help with that.

The Female Grocery Shopper Study by Behavioral Science Lab examined the type of retail food store where women shop and the types of products they buy, which ranged from groceries to pet care items, according to a news release.

Using the proprietary Mindguide platform, the study queried 540 women over a five-month period, and identified 10 purchase "influencers" that drive decisions of what to buy and where to buy it.

"Each of the female-shopper segments we identified has a very specific set of shopping-decision criteria that must be addressed before they even enter the store, offering grocers, food retailers and CPG marketers a more effective avenue of engagement," Tim Gohmann, principal for Somerset Consulting Group and chief science officer for BSL, said in the release.

BSL is a strategic partnership between Somerset Consulting in Austin, Texas, and the Sanders\Wingo ad agency in Austin and El Paso.

Millennial mothers were included in the study as a subset of females who are heads of households and are the primary grocery shopper.

"The marketing industry is still working to figure out the Millennial mom shopper," Christian Goy, senior brand strategist at Sanders\Wingo, said in the release. "We found that Millennial moms are not a single grocery-shopper group. Instead, they exist as portions of multiple shopper segments, so approaching them with a singular Millennial-mom message will likely fall short."

To download the Behavioral Science Lab 2013 Female Grocery Shopper Study and be included in the BSL webinar, click HERE.

Sanders\Wingo's clients include AT&T, MINI USA and Ocean Alexander.


Sanders\Wingo contributed.

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