Generational Alcohol Shopping Behavior

A recent study by Nielsen recently uncovered consumer alcoholic beverage buying habits. Most Millennials (73%) and Boomers (76%) plan their alcohol purchases before they shop. But, surprisingly to some, Baby Boomers are much more likely to make an impulse purchase compared to Millennials (18% vs. 11%). However, Millennials are far less likely to have a brand in mind to purchase (24%) compared to Boomers (52%)—leaving opportunity for influencing these in-store purchases. (Nielsen, 5.8.17)