Danny Brager, Vice President and Group Client Director, Beverage Alcohol
Jim Greco, Vice President, Region Manager, Beverage Alcohol
Over the course of the next 10 years, "millennial" consumers (those currently aged 21-34) will make up 40 percent of American 21 and older. So how does this demographic approach their alcohol beverage purchases? Nielsen analyzed millennial consumer attitudes and preferences to understand the generation’s significant impact on the beverage alcohol industry.
Millennials are redefining the beverage alcohol landscape and will continue to do so in the years ahead. Without a doubt, millennials are a large and influential generation and alcohol beverage companies need to know their taste and buying preferences in order to take advantage of the trends that can greatly impact business.
Highlights of our findings:
Understanding how Millennials’ product preferences may change as they age, while at the same time recognizing the alcohol beverage buying habits of younger, ethnic consumers will be essential for alcohol beverage companies to future-proof their portfolios. Leveraging social media will be a critical marketing strategy for alcohol beverage companies to communicate with Millennial consumers and make their brands relevant with this generation.
About Nielsen’s Millennial Study
Nielsen’s analysis is based on a combination of qualitative and quantitative research examining dynamics such as consumer attitudes, behavior, lifestyle, media and retail preferences to gain insight into today’s alcohol beverage consumer. The research, conducted in Q2 2010, includes online survey responses from 7,500 millennial generation consumers of legal drinking age (21 – 34), geographically and demographically representative of the total U.S. population.