They shop with friends, are in love with the deli section and are just as likely to do their grocery shopping at Target or Walmart as Kroger and Safeway.
Millennials, the 80 million people now aged 16 to 34, have buying and brand preferences that in many cases diverge sharply from their parents. But millennials need help from friends and family in making just about any decision, including which restaurant to eat at. They’ll use technology (social and mobile) to gather opinions. Sixty-eight percent won’t make a major decision without running it by their network first. How do you begin to understand the shopping habits of a generation that has never had to make up its own mind about anything?