Surge in US shopper optimism driven by millennials
A score of over 100 reflects consumers being more loyal to favourite brands and less driven by price.
According to IRI, millennials have been the key driver of this optimism, with an index score of 131 for Q1 2015, which is a significant increase from 114 in Q4 2014 and 92 in Q3 2014.
Susan Viamari, IRI’s editor of Thought Leadership, conceded that consumers “tend to start each new year with a modicum of optimism”, but that the “substantial spike” in the first quarter of 2015, combined with the fact that it covered all age groups and index measures “is cause for optimism among CPG marketers”.
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