Do growing brands win younger consumers?

Katherine Anderson and Byron Sharp

Are young consumers easier to attract? We shed some light on the presumption that younger consumers are less loyal to brands and more willing than older consumers to try new brands.

Do growing brands win younger consumers?

Katherine Anderson and Byron Sharp

University of South Australia

Introduction and background

Are young consumers more willing to try different brands? Are they easier targets if you are trying to grow your brand? A colleague in industry had noticed that spirits brands that were growing strongly, like Patron and Grey Goose (UK 2006 data), tended to over-index among younger consumers, while those that were declining tended to over-index among older consumers. We were curious whether this pattern was evident in purchase data from other categories and what plausible explanations there might be....

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