Established in 2017, The Insights Family has previously tracked children aged 3-18 and parents of children aged one to 16.

The new tracker, ‘NextGen Insights’ will extend this by researching young adults as they transition into adulthood. The study will cover around 100,000 young adults annually, initially in the US, UK, France, Germany, Italy and Spain.

Nick Richardson, founder, The Insights Family, said: “After tracking the attitudes, behaviour and consumption of kids and teens for a number of years, we have now decided to follow the cohort as they transition into young adults, and become the next generation of consumer. For example, a 12-year-old we surveyed in 2017 will this year be 19.”

Tom Williams, chief executive, The Insights Family, said: “This continuity of data gives brands a significant advantage in staying relevant with this emerging consumer group – whether it’s understanding how early brand loyalty transitions into adult preferences, or exploring new opportunities as media habits, purchasing power, and family dynamics evolve.”