Plan your marketing strategy for your next CPG product launch with fresh insights from Claritas' Millennial CPG Shopper Report

At nearly 75 Million, Millennials make up 23% of the total U.S. population. Reaching them effectively requires the predictive knowledge of how their attitudes and motivations shape their purchasing decisions. Targeting Millennial shoppers smarter means understanding their generation and their different ethnicities and races.


In Claritas’ recent Millennial CPG Shopper Report, we highlight how Millennials of each major race and/or ethnic group approaches regular tasks like shopping for groceries, beverages, and packaged goods, to help you deliver media when and where they want to be engaged, with remarkable precision. In this report, we go in-depth into:

  • 2019 Total U.S. Generation Cohort Counts
  • 2024 Generational U.S. Population by Ethnicity and/or Race
  • Top Metro Areas and ZIP Codes for Millennials by Percent Penetration
  • Millennials & Grocery Store Shopping Habits & Purchasing Preferences
  • Beverage Shopping Habits & Purchasing Preferences
  • Their Shopping Values & Loyalties
  • And How They Acquire and Use Coupons