Fmcg Brands. Fmcd Consumer Products. Sales & Marketing


How FMCG’s analyze the spending patterns among millennial’s Gen X Gen Z


What is the consumer spend difference between Gen Z, Gen X, Millennials, and Boomers?

It’s funny, Gen-X has almost disappeared from the cultural imagination, so people think we’re seekers like the boomers, or idealistic like the Millennials. Back in our day, people called us Slackers, an entire generation of forgotten underachievers with a wicked sense of irony. Here are some gross generalizations, from the POV of a Gen-Xer, North American, about how Gen-X and Millennials differ:

Outlook: the Gen-X outlook is cynical. We identify with anti-heroes, not superheroes. Millennials are more earnest and idealistic, woke and enlightened, always saying the right things, if a bit anxious.


Literature: Gen-X had the Brat Pack, with books like American Psycho and Prozac Nation, and iconic writers like David Foster Wallace and Donna Tart, or generational chroniclers like Bret Easton Ellis and Douglas Coupland. The Millennials had Harry Potter, which is a children’s series.

Mental Illness: Gen-X was depressed, whereas the Millennials favor anxiety. I guess that’s because X-ers were told we were nobody, which is pretty depressing. While Millennials were told they were super special, which sure is anxiety-inducing because almost nobody’s special, gulp.

Adulting: Gen-X were, by today’s standards, pretty much neglected as children, and started “adulting” at a very young age. Millennials are more sheltered, so much so that they turned adulting into a verb, because of how little they were acquainted with the concept.


Parents: Gen-X is not friends with our parents. We rebelled and lied and couldn’t wait to strike out on our own. Parents sided with our teachers, not with us. Millennials on the other hand confide in their parents and voluntarily live with them, which is super weird to us.

Food: Millennials grew with way better food. They are also awesome baristas, artisanal cheese and beer makers. We X-ers grew up with processed food, which sucked. Except Pop-tarts. Pop-tarts were delicious.

Grooming: Gen-Xers had feathered bangs and mullets, Millennials have man-buns and lumberjack beards. Advantage Millennials. Man-buns look good on women too while nobody looks good in a mullet.

Which-brand-of-Jeans-Did-you-wearin the 1970's.

Music, art, film, poetry: Gen-X wins hands-down. Millennials are curators and influencers. They’re not nihilistic enough to want to create art. From the POV of Gen-X, Millennials are too busy trying to to stand out, or paralyzed by anxiety, and just trying to hold it together.

Humor: Gen-X is fluent in sarcasm and irony, which is our first and second languages. We are not politically correct and are always inadvertently offending the sensibilities of older and younger generations.


Some use demographic data to define generations. Others prefer historical markers while still others go by cultural phenomena. Still, there isn’t a whole lot of difference give or take a few years


Boomers: 1946 – 1964

Gen X: 1965 – 1980

Millennial: 1981 – 1996


Boomers: End of WWII to the Kennedy assassination

Gen X: Kennedy assassination to Reagan

Millennials: Age of Reagan to September 11


Boomers: Television to The Beatles

Gen X: Beatles to MTV


Analysis on Products 𝐰𝐡𝐢𝐜𝐡 𝐆𝐞𝐧 𝐙 𝐬𝐩𝐞𝐧𝐝𝐬 𝐭𝐡𝐞𝐢𝐫 𝐦𝐨𝐧𝐞𝐲:𝐚𝐧𝐝 𝐰𝐡𝐲 𝐦𝐚𝐫𝐤𝐞𝐭𝐞𝐫𝐬 𝐬𝐡𝐨𝐮𝐥𝐝 𝐜𝐚𝐫𝐞? 

Gen Z (born roughly between the mid-1990s to the early 2010s) has shown distinct spending habits and preferences compared to previous generations. Here are some areas where Gen Z tends to spend their #money:

 Technology and Gadgets:

Gen Z is often seen as the first truly digital-native generation, and they are keen on staying connected and up-to-date with the latest technology. This includes smartphones, laptops, tablets, gaming consoles, and other gadgets.


 Online Services and Subscriptions:

Streaming services, online gaming subscriptions, and digital content platforms are popular among Gen Z. They are willing to spend on entertainment and media consumption through platforms like Netflix, Spotify, YouTube Premium, and more.

Fashion and Apparel: Gen Z is fashion-

conscious and often seeks unique and sustainable fashion choices. They may spend on trendy clothing, accessories, and streetwear.


Food and Dining:

Experiences and food are significant aspects of Gen Z’s spending habits. They enjoy exploring new foods and restaurants, and they are more likely to spend on dining out and food delivery services.

 Travel and Experiences:

Gen Z places a high value on experiences over material possessions. They are willing to spend on travel, concerts, festivals, and other events that provide memorable experiences.


 Health and Wellness:

As a health-conscious generation, Gen Z may allocate funds for fitness memberships, gym classes, wellness products, and organic food options.

 Education and Skill Development:

Many Gen Z individuals prioritize self-improvement and skill development. They might spend on online courses, workshops, and educational materials.


 Social Causes and Sustainability:

Gen Z tends to support brands and companies that align with their values, particularly those focusing on sustainability, social responsibility, and environmental initiatives.

 Personal Care and Beauty:
Skincare, makeup, grooming products, and self-care items are commonly purchased by Gen Z as they place importance on personal well-being and appearance.


 Personal Finance Tools:

With an increased interest in financial independence and planning, Gen Z may invest in financial apps, budgeting tools, and cryptocurrency.

Spending habits can vary significantly among individuals, and these trends may change as Gen Z grows older and experiences different life stages. Additionally, the economic landscape, cultural influences, and technological advancements can also shape their spending patterns.


The Quality Qhecker:

 The consumer is just spending his money on the quality. he never bother about the packaging or price of the product .

The package lover:

This category is actually meant for kids as they get attracted to the colors, designs, or something that make them stick to the product and cry in front of their parents to buy it. they never bother about what is inside the pack and whether the price is reasonable or not.


The brand factor:

Now -a- days people have become more conscious about the brand. they feel i.e., more reputed the brand they wear , the more prestigious or out of the crowd they become. some times it cannot be applicable on some cases: the quality checker consumer, the love for brand ambassador consumer, affordable consumer.

Iconic-Amitabh-Bachchan from-India

The love for brand ambassador:

Most of the cases people go to stores to buy products because of their favorite celebrities acting as an ambassador on that particular product. They feel like, If our favorite celebrity is saying that the product is nice then  buy it and wear it as a badge of honor in terms of a fan lover.

Affordable consumer:

 Search for things which are needed by them to serve their living. they don’t desire for more and run their life in a price limit. they neither bother about the quality nor the brand, they just prefer those products which can be affordable by them


To understand why this is a good for a capitalist economy, let’s imagine a number of people – say 100.

Let us then imagine that that these people each have 1 dollar – so there is a total of 100 dollars. This is where it starts to get interesting:

Each time that a person buys something, it typically depletes a store of goods. This signals for more production of goods, as the owner of the store will almost certainly restock the goods which are selling. This stimulates economic activity because it means that someone is willing to pay to see more of something get done.


It is therefore possible for the total amount of money within the supply to greatly exceed 100 dollars, if there is a sufficient amount of buying and selling in a day.

(For example, you pay me 1 dollar for something, then I go off and spend that dollar on something else, and so on; it’s possibly that, by the end of the day, that one dollar has bought well over one dollar of goods.)

If those 100 people do not spend any money, then zero new economic activity is signaled. As you can imagine, this can be really bad when it happens in too many economic sectors at once. (People lose their jobs, societal stress increases, crime may increase, and so on.)


(You can search something called “velocity of money” for a more in-depth explanation.)

Consumerism and markets aren’t a great way to manage production, and that’s why we experience periodic recessions and depressions. The economy is based on the actions of irrational actors, so it doesn’t tend to act in a rational manner – perhaps even irrationally. (Excepting by its own metrics which are biased towards preserving profit-motive, wage labor, and market – no kidding.)

Although Gen-Z consumers have distinct characteristics from older generations, they are also value-conscious at the core.

60% of mass consumers are willing to buy unbranded products as long as they meet their quality expectations.

Approximately 70% of mass consumers have increased their online shopping frequency in the past year.


Determinants of Consumer Spending

There are five determinants of consumer spending. The most important determinant is disposable income. That’s the average income minus taxes. Without it, no one would have the funds to buy the things they need. Disposable income is also one of the most important determinants of demand. Without it, no one would buy anything. Instead, everyone would just save their excess income until they found something they wanted.

You also want to look at income per capita, because that tells you how much each person has to spend.


Income inequality trends are also significant.

That’s because rising income may not be distributed equally. Lower income families must spend a greater share of each dollar on necessities until they reach a living wage. Higher income earners may keep spending the same, and put extra income into investments.

The fourth factor is the level of household debt.

That includes auto and school loans, as well as credit card debt. For the latest levels, see Current Consumer Debt Statistics.


The fifth determinant is consumer expectations. If people are confident, they are more likely to spend now. Here’s the latest Consumer Confidence Index.

It also includes their expectations of inflation. If consumer expect inflation to be high, they will buy more now to avoid future price increases. That’s why the Federal Reserve targets a 2 percent inflation rate.

Why Consumer Spending Index is Important?

Consumer spending is the single most important driving force of the U.S. economy. If you doubt this, think about what would happen if everyone boycotted everything. Businesses would eventually go bankrupt and lay off workers. The government would then have no one to tax.


The only thing left would be exports, assuming other countries kept up their consumer spending. Borrowing would keep the government and factories open. In fact, these are other factors of economic production are nowhere nearly as important as consumers spending. For more, see Components of Gross Domestic Product.

Even a small downturn in consumer spending can damage the economy. As it drops off, economic growth slows.

Prices will drop, which creates deflation. If slow consumer spending continues, the economy can go into a recession.


However, too much of a good thing can be damaging, too. When consumer demand is greater than businesses’ ability to provide the goods and services, prices can increase. If this goes on, it can create inflation. If consumers expect ever-increasing prices, they will spend more now. That further increases demand and business raise their prices. It becomes a self-fulfilling prophecy that is very difficult to stop. That’s why the primary mandate of the nation’s central bank, the Federal Reserve, is to ward off inflation.

How Consumer Spending Is Measured?

Consumer spending is measured in many different ways. The most comprehensive is the monthly Personal Consumption Expenditures report.


When it comes to online shopping, GenX, GenZ, and millennials differ.

For the uninitiated, GenX are people born between the boomer generation and the millennials, who are also known as GenY and are born between 1980–1994. Breaking down the cohort by demographics, a report  has found that approximately 75% of the mass consumers are millennials and GenZ consumers.

While GenZ, who are young and independent, show purchase preference for apparel, beauty and personal care, and electronics, the value-driven independent millennials tilted towards beauty and personal care , food & grocery, and apparel. GenX, who constituted about 13% of the respondents, spent a higher share on food and grocery, followed by health and wellness.

Sales Manager in Trade-Fair-and-fmcg-Brand-Marketing

Interestingly, the survey also finds that although GenZ consumers have distinct characteristics from older generations, they are also value-conscious at the core.

It is noteworthy that the survey defines “affluent” consumers as individuals with an average annual income exceeding ₹10 lakh. The “mass” consumers have an annual income ranging from ₹2.5 to ₹10 lakh, while the “strivers” represent a third group with earnings below ₹2.5 lakh per year.


Have money, will spend

The survey revealed the shopping behaviors of various consumer groups and provided insights into the primary factors influencing their purchases.

While for affluent consumers quality and brand optimization is the most important purchase decision driver, for mass customers it is price and quality optimization, showing that affluent customers are more brand conscious. Affluent customers do not go for unorganized or local offerings. They also prefer best in class products and luxury brands.

Why are consumption patterns becoming similar worldwide?


Consumers seek bang for buck

Throughout the survey, a common trend emerged concerning online shopping – the quest for value at the optimal price. The primary drivers influencing purchase decisions were identified as prices, deals, and discounts offered by e-commerce platforms, the product’s quality, and the trustworthiness of the platform itself. Interestingly, the findings indicated that over 60% of mass consumers were willing to buy unbranded products as long as they met their quality expectations. Additionally, approximately 30% of mass consumers even favored unbranded items over branded ones.

Online shopping frequency on the rise


The primary trend that is seen unfolding among the general consumers is the expansion of online wallets. This shift will be driven by their strong focus on obtaining value for their purchases across various product categories, and their growing reliance on the internet during the entire decision-making process.


In fact, the mass consumers are now nearly as tech-savvy as the affluent consumers, showing a remarkable comfort with technology. They are open to experimenting with new products and brands, and their inclination towards online shopping spans across different categories. The affordability of products on eCommerce platforms and the convenience of digital payments are also contributing factors to this shift. According to a survey, approximately 70% of mass consumers have increased their online shopping frequency in the past year.

A need is something necessary to live and function.

A want is something that can improve your quality of life.


Using these criteria, a need includes food, clothing, shelter and medical care, while wants include everything else. In the current context having a reasonably good quality smart phone is a need & wanting to have an I phone or a high end phone is a want. Similarly good quality car for many who can easily afford it, is a need but wanting a luxury or sports car is a want.

The needs & wants differ from person to person & from time to time. So if someone wants to save money it is very essential for him or her to ask themselves, before spending on anything – is this my need or a want? Once you start answering this question, automatically you will reduce impulsive spending pattern & thereby start saving more money.


Why are consumption patterns becoming similar worldwide?

Check saved money leakages patterns. Few eg of it are –

 Buying life insurance policy for investment instead of for protection.

Keeping too much money in savings bank account

 Investing only in bank FD’s or life insurance policies.

 Investing in Gold more than 5–10% of your total investment portfolio

 Buying house in at a place, where one is not sure if he will be working at same place or will be working at a different place, town or city.

Buying vehicle / appliances / furniture etc. on a loan unless it is absolutely necessary & cannot wait.

 Heard of consumer globalization?

Globalization of:
 Food supply.
Every cultural food is available in near every country.

Every culture is broadcast to every population segment who ALL believe the grass is greener on the other side of the fence, thus ideas, exotic practices followed across the valley, over the mountain or on the others side of the ocean is better than home grown habits.


 Lemming Mentality.
Everyone want’s to do what everyone else is doing in order to show “Doctrinal Purity and be accepted by the “ALL POWERFUL GROUP”

Every Nation/State. Company is driven to produce profit and thus follow the same recipe to that profit.


Every family want’s the same kind of life shown on their TV/Computer Feed. They see their crumbling century old stone homes or thatched covered roofs, or missing running water and indoor plumbing and magic communications of entertainment on their own living space …
they want what they see.

WE (Humans) are on the verge of becoming one…
Our leaders are still talking “AT” each other instead of “TO” each other.


Consumerism will die , and many businesses will go under as a result. Jobs will be lost. Governments will have to get into larger debts just to keep the machinery of government running, and to provide essential services .

Religion, War, Free food, housing electricity, travel schemes, Ban on food products, Ban on country Produce, by political leaders of the country. The Stock Market , when you don’t reap the rewards, it happens.

Russia-Ukraine-war- impact

Political influence has and always will dominate consumer spending. Those politics don’t only reside in the White House, they thrive as big corporations, various stock markets worldwide, institutions, educational facilities, local, regional and in all domestic markets daily life.


Humans live inside of an enormous, very energetic, super political, capitalistic external organ(and it’s not their skin). It’s broadcast reaches all markets on the planet unceasingly. If one counts that by global world time has a twelve noon every single day.”

Team DigitalGumma

A Professional Team Of Over 25 years of experience in Sales & Marketing operations, Channel (Direct & Indirect) Development and Distribution, and Key Account Management in the FMCG Sector. AREAS OF EXPERTISE Sales & Marketing: Conceptualizing and implementing sales promotional strategies as a part of brand building and market development effort. Business Development: Handling infrastructure development of sales & distribution systems and increasing coverage & penetration to have maximum market share. Channel Management: Identifying and networking with financially strong and reliable dealers/channel partners, Super Stockist, C&F resulting in deeper market penetration and reach. Ensuring cost-effective logistic operations & seamless materials movement to ascertain sufficient inventory levels at each sales outlet/ distribution channel. Evaluating performance & monitoring distributor sales and marketing activities. website has everything you need to create a fully personalized, high-quality free showcase website. Get the word out about all the amazing things you’re doing. Easily email your contacts or share on social media to tell everyone you know. Sell Anything Anywhere To Anyone. is a business development platform motivated to ideate connect propagate to millions of users worldwide. Create a beautiful, professional web presence. Our expert team members collaborate across digital marketing specialties to produce powerful results. Build your next digital marketing plan utilizing the latest internet technology, explode your online presence with a Fully Managed SEO program, and maximize your profits.

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