PepsiCo’s shopper strategy looks beyond millennials

This event report discusses why PepsiCo, the food and beverage group, is avoiding the temptation of solely focusing on millennials.

PepsiCo's shopper strategy looks beyond millennials

Stephen WhitesideWarc

Bad news for marketers: millennials can't fuel growth for every item on the shelf.

True: they are a large and increasingly affluent demographic. Also true: many brands are fixated on them. But as Brian Walsh, senior director/shopper insights for North American Beverages at PepsiCo, reminded delegates at The Market Research Event (TMRE) – a conference held by the Institute for International Research (IIR), "We can't all go after millennials. We have to diversify."

PepsiCo – which makes brands including the full sweep of nearly-eponymous products as well as Mountain Dew, Gatorade,...

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