Read the full article here http://bit.ly/16O3zuI on how parenthood changes Millennial buying habits.

1. supermarketnews.com
Stats on Gen Y Parents:
• 63% of Millennial parents are married
• $50,000 is the median income
• 76% participate in the total labor force
• 61% of women partake in the labor force
29%
MILLENNIALS WITH CHILDREN
DATAPOINTS
Millennials have been characterized as young, unattached and still living with mom and dad,
but 10.8 million U.S. households are headed by Americans ages 24 to 35 who are parents
themselves, according to Kansas City, Mo.-based ad agency Barkley, and its new study that
sheds light on the buying habits of members of Gen Y who have kids. One thousand respon-
dents who have children living with them were surveyed for “Millennials as New Parents.”
SOURCE: Barkley
Parenthood Changes Millennial Buying Habits
RETAIL
“By overlooking the fact that many
Millennials are now parents, brands could
miss changes in behavior and consumption
that directly impact their bottom line.”
— JEFF FROMM, EVP, Barkley
80%of the 4 million annual U.S.
births are given by Millennials
Percent of
purchases based on
quality vs. price
54.7% 55.2%
PRE-PARENTHOOD
POST-PARENTHOOD
‘Grocery shopping
is a bore’ say:
33%
GENERAL POPULATION
33%
MILLENNIALS
Ethnic MixSix in 10 Millennial parents are Caucasian
Caucasian 61%
Hispanic 16%
African American 12%
Other 11%
44%
Wal-Mart
32%
Target
24%
Amazon
Bricks Beat Clicks
If given the choice to shop only at Amazon.com,
Wal-Mart or Target for the rest of their lives, most Millennial
parents would choose Wal-Mart
Wal-MartWal-Mart
44%
Wal-Mart
44%
Wal-Mart
44%
Wal-Mart
32%
Target
48%
are less likely to give
up private information
in exchange for
promotional perks vs.
before they had kids
More Frequent Shoppers
More Millennial parents visited a Wal-Mart Supercenter,
SuperTarget, Kroger or Albertsons in the last
30 days than Millennials overall
MILLENNIAL TOTAL
PARENTS MILLENNIALS
Wal-Mart Supercenter..............74.0%..................62.9%
SuperTarget ............................11.5%....................8.1%
Kroger....................................14.6% .................11.9%
Albertsons ...............................8.0% ....................7.7%