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Demystifying Millennial families in Latam

30/05/2019

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Demystifying Millennial families in Latam

Never in the history of marketing has so much been said about a generation as millennials. We think we know them – they are super-connected, carefree and selfcentred – and those assumptions have driven our marketing decisions for years.

This may have been true once, but time has moved on and millennials have grown up; the eldest members of the generation are now in their mid-thirties. In Latin America, 25% of housewives are under 34. Far from being free of responsibility, they have families, homes, careers and economic worries – and this affects what they buy, and how they buy it.

It is extremely important that brands and retailers have a proper understanding of this vital shopper segment. A quarter of the population of Latin America is millennial, and they account for 24% of total FMCG spend – equivalent to USD $30 billion dollars.

If you want to learn more you can download the report in the link on the right or you can watch the webinar.

Get in touch

Marina Caccavari
Account Manager Latam

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