Different Generations, Different Behaviours
Understanding generational dynamics to unlock demand
All generations are spending more on OOH FMCG consumption as they get outside more, go to the office more often, and return to schools and universities. Gen Z consumers have increased their spending the most, followed by Millennials and Gen X.
All groups have larger basket sizes, possibly due to rising product prices caused by inflation. Gen X has the biggest baskets, and buys the most frequently – around 18 times per month. Gen Z consumers, who potentially earn lower incomes, have smaller basket sizes and buy less frequently than Millennials and Gen X.
