MILLENNIAL CONSUMER INSIGHTS & SHOPPING BEHAVIOR
Discover the Millennial consumer.
Millennials (Gen Y) now control more than a fourth of US consumer spending across CPG, general merchandise and QSR. Once known as the original digital natives who reshaped shopping through social media and omnichannel habits, Millennials are now entering new life stages—buying homes, raising families and making longer-term financial commitments.
This evolution is reshaping Millennial consumer behavior. They are driving demand for inclusive and diverse brand experiences, experimenting with global flavors and cuisines, and making deliberate choices around brand loyalty as they balance convenience, values and affordability.
What are the buying behaviors of Millennials?
Millennials (born 1982–1995) now represent more than 1 in 4 US households, making up 26% of the total. On average, Millennial households spend $22.3K annually across CPG, general merchandise and QSR. That spend is spread over 683 shopping trips a year, with Millennials averaging $33 per trip.
As they enter family-focused life stages, Millennial shopping behavior reflects both value-seeking and convenience. Walmart remains their top retailer, but Millennials also spend a greater share at Amazon, Costco and Target compared to the US overall. Their brand preferences reinforce their role as parents and caregivers, overindexing with baby and family brands such as Zarbee’s, The Honest Company and Munchkin, alongside lifestyle and home brands like Zak Designs. Even beverage favorites such as Honest Tea stand out as stronger among Millennial consumers.
26%
of Total US Households
$22,298
Spend per Household
683
Trips per Household
$33
Spend per Trip
Source: Numerator | Industries include: Consumer Packaged Goods, General Merchandise and Quick-Service Restaurants. Only showing brands with Total US penetration >5%.
Who is the Millennial shopper?
Millennials continue to reflect one of the most diverse generational makeup in the US. Just over half identify as White (54%), with 21% identifying as Hispanic/Latino, 13% as Black/African-American and 10% as Asian. This multicultural identity shapes both their household composition and the brands they engage with.
Family and income are central to today’s Millennial household. Nearly 1 in 2 Millennials (48%) have children under 18 living at home, and 44% are middle-income earners with annual household incomes between $40K–$125K. Another 37% fall into higher-income brackets, signaling increased purchasing power as Millennials move further into their peak earning years.
Where Millennials live also signals their life stage. While the largest share still resides in urban areas (42%), a significant portion have shifted to the suburbs (36%), likely seeking more space as their families grow. Household size reflects this trend, with 1 in 3 Millennials living in households of four or more members.
What are the major trends happening with Millennials?
Practical loyalists.
The What: Millennials are open to experimentation. 4 in 5 Millennials say they at least occasionally try new brands—the highest among any generation.
The So What: With Millennials growing up during the 2008 financial crisis, facing student debt and living with rising costs of living, it’s no surprise 63% say they would switch brands for a lower price. Other factors swaying Millennials include stronger brand commitments that align with their values (31%) or for novelty (18%).
The How: Millennials aren’t afraid to break up with their go-to brand. Use advanced pricing research methodologies such as Gabor-Granger to identify optimal price points for your products with your purchase-verified Millennial consumers.
Stylishly diverse & inclusive.
The What: When shopping for apparel, 48% of Millennials prioritize diversity and inclusion, while 1 in 4 look for gender-neutral clothing options. These values rank much higher among Millennials than Gen X or Boomers, highlighting how generational differences shape Millennial shopping behavior and fashion preferences.
The So What: Three-fourths (74%) of Millennials believe corporations and governments are responsible for being environmentally sustainable and also believe in the importance of diverse and inclusive perspectives. Brands that lean into this message stand to win. Purchasing data shows almost half (49%) of Millennials shop at Gap the highest of all generations. The brand has enacted initiatives to push for increased product transparency and gender neutral lines.
The How: Numerator’s CSR People Groups can be used to survey your consumers and better understand who they are, what they care about and how they shop so you can target them more effectively.
Global flavors.
The What: Nearly 70% of Millennials say they enjoy exploring international foods and treat the grocery cart as a passport to new flavors.
The So What: Millennials are leading the cultural-curiosity movement, fueling demand for global flavors and diverse culinary experiences. Brands like Meiji, Huy Fong, Topo Chico and Siete—most purchased by Millennials and overindexing with them by over 25%—are winning by pairing authentic international storytelling with flavors that resonate with this taste-conscious cohort.
The How: For multinational brands, it’s an opportunity to showcase your global portfolio and bring international brands into the US market. For US-founded brands, it’s about adopting new flavors, textures and categories in a way that is respectful and enticing. Consider meaningful partnerships and collaborations with food and brand pundits that have a connection to the world you’re looking to introduce.
Late Bloomers.
The What: The steepest jump in homeownership is happening among younger Millennials.
The So What: Nearly half (46%) of Millennials feel behind on traditional life milestones compared with peers, and 45% don’t yet own a home. With over a third feeling social pressure to buy, crossing the threshold into Millennial homeownership reshapes spending. Homeowners spend 63% more in home & garden and a striking 93% more in tools & home improvement. The lift isn’t limited to the obvious aisles: grocery (+13%) and health & beauty (+12%) also see double-digit gains as new owners stock up, settle in and refine routines.
The How: To stay close to the changes in spend, brands and retailers will need to identify first-time buyer signals to align promotions and launches to local housing activity and seasonality. Additionally, consider measuring how spending shifts between homeowners and non-homeowners to optimize assortments where lift is highest.
Understand the consumer across generations through our deep dives.
Generations Hub
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Comparisons
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the Next Generation
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Gen Z
Powerful and
Growing Fast
Uncover Gen Z’s biggest trends such as personalization and social shopping.
Gen X
Core Anchors
of Spend
Being the largest spenders, discover what drives Gen X’s purchasing and consumption.
Boomers
Unstoppable
Shoppers
Find out what key trends are helping Boomers make their purchasing decisions.
Ready to connect with your Millennial consumer?
600K+ purchase-verified panelists to survey based on purchasing behaviors and understand the why behind the buy.
Millions of Gen Z trips captured with digital and in-store methods for longitudinal tracking.
200K static panelists to discover historical and in-depth shopping behaviors across 44K tracked retailers.
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