Health and welfare are among the main concerns of Central American millennials, young people between 21 and 35 years old, who are also part of the first generation connected to Internet in the region.
One of the conclusions of the latest study by Kantar Worldpanel on consumption habits in the region is that 55% of millennials keep their bodies in shape and this is reflected in their food.
Central American youths have another outstanding feature: they assume household responsibilities from an earlier age.
It’s in Central America where young people marry at a younger age, with an average of 22 years old and the children arrive soon. This increases transportation expenses and household food, which makes clothing expenses go in the background,”
said Vivian Gálvez, Kantar’s country manager.
The increased responsibilities have led to a greater percentage of millennials that ask for loans for education and vehicles. 55% of people in this group have debts, but still consider savings are important (82%), mainly for continuing studies and buying a home.
The study also found that the group better distributes the budget, paying less on products from the basket, buying less often and spending less than the average buyer.
Another study conducted by Kantar Ibope Media said that mobility is part of millennials: 76% of them have a smartphone and 76% believe in the importance of multitasking.
The multiplatform consumption is a fact: 55% of them have 3 screens (TV, computer, smartphone or tablet), which translates in a high probability of being in contact with the brands on the market.
The study concludes that people of this generation consume intelligently, they seek authenticity and products difficult to replicate. In addition, they express their opinion at the point of sale.