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- IRI’s European Shopper Survey reveals younger generations of consumers prefer global brands to local when shopping for groceries
- Two-thirds of younger millennials use the internet for new grocery product research

Young millennials' love affair with big FMCG brands is blooming, while smaller niche brands are being overlooked. That’s according to the latest European Shopper Survey published today by IRI the big data and technology expert for consumer industries.

While there is an increasing demand for local or national manufactured products across the region, the latest IRI survey identifies an underlying contrast when segmenting shoppers by age. When it comes to purchasing groceries, 18 to...

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