Only 18 percent of Millennial Moms feel that grocery marketing is geared toward people like them, clearly indicating a need to shift grocery marketing to better align with this important generation of moms.
TORONTO - Aug. 11, 2016 - PRLog -- Millennials are growing up. They're getting married, buying homes and starting families. The Parent Life Network, Canada's online parent marketing agency, shares what this means for grocers and food manufacturers.
Working with Grocery Business magazine, the Parent Life Network designed a research study to uncover insights from the grocery shopping habits and preferences of Millennial Moms. This research, with over 5,700 Millennial moms from across Canada, uncovered the five most important reasons Millennial moms choose a grocery store as well as five distinct grocery shopper personas to help you cater to this new generation of moms.
The Five Most Important Reasons Millennial Moms Choose a Grocery Store:
1. COMPETITIVE PRICES
2. FRESH FOODS
3. PRODUCT SELECTION
4. CONVENIENT SHOPPING
5. CUSTOMER SERVICE
Key Findings From The Millennial Mom Grocery Shopper Survey:
· Millennial moms are spending more than $100 million at discount grocers every month.
· More than 80% of millennial moms' grocery dollars are being spent on fresh foods.
· 7 in 10 millennial moms feel that the quality of foods is not the same in every store.
· 2× as many millennial moms would buy online and pick-up in-store than have home delivery.
· Only one-quarter of millennial moms notice a difference in customer service between various grocers.
To access all of the research findings in one tidy package, please download the research report titled "Five Facts Millennial Moms Wish Grocery Stores Knew" at marketing.parentlifenetwork.com/grocery/.
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About The Millennial Mom Grocery Shopper Survey:
Parent Life Network ( PLN ) was commissioned by Grocery Business magazine to conduct a research study with Millennial moms in order to uncover their grocery shopping habits and preferences. PLN conducted an online survey from May 2 to 6, 2016 with over five thousand ( 5,727 ) Canadian Millennial mothers, aged 20 to 34 ( born 1981 to 1996 ). The sample is weighted to be proportionately representative of English-language Canadian new mothers aged 20 to 34 by region and age based on the latest Statistics Canada live birth data. A random sample of respondents were invited by email from the Parent Life Network subscriber base of almost 300,000 Canadian parents. The margin of error for a comparable probability-based random sample of the same size is ±1.3%, 19 times out of 20.
About The Parent Life Network:
With nearly 300,000 Canadian members across our network of new and expecting parents, Parent Life Network (PLN) drives millions of actions and leads for Canada's top brands. By teaming up with awesome brands, PLN gives back to deserving parents through exclusive, life-changing opportunities, including the flagship Canada's Luckiest Baby contest. For additional information about the Parent Life Network, please visit our website at www.parentlifenetwork.com.
Ryan Bolton (Director of Communications)
Parent Life Network
Photos: (Click photo to enlarge)
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Five Facts Millennial Moms Wish Grocery Stores Knew (Research Report)
August 11, 2016 at 13:13 PM EDT