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How U.S. Millennials Are Shaping Online FMCG Shopping Trends

There’s no denying the impact and influence that digital technologies have on our lives, particularly among younger generations. But even in a world that is steadily heading online, it’s important for manufacturers, brands and retailers to understand that brick-and-mortar environments are not fading in importance—even among Millennials.

According to the latest Nielsen Category Shopping Fundamentals study, as detailed in our recent Millennials on Millennials report, 60% of U.S. consumers’ FMCG decisions are still made at the shelf. This is a key insight for retailers, but so is understanding the influence that digital has on influencing consumers on their way to the shelf. Not surprisingly, Millennials are more active on social media than older generations, and this affects the way they look for information as they shop. For example...

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