Brands should think carefully about how they position products to different age groups. Older generations are more likely to have strong brand preferences and be more habitual shoppers, although they are less likely to go out of their way to buy a specific brand. While preference still comes out on top for younger generations, they are more likely than older generations to choose a brand simply because it's available or because switching is too inconvenient

I prefer this brand to others ones available

It’s simply a routine purchase

I know it will be available

I go out of my way to have this brand,

it’s the only one I’d buy

Switching seems too inconvenient

40%

30%

20%

10%

0%

18-24

25-34

35-44

45-54

55+

I prefer this brand to others ones available

It’s simply a routine purchase

I know it will be available

I go out of my way to have this brand, it’s the only one I’d buy

Switching seems too inconvenient

50%

40%

30%

20%

10%

0%

18-24

25-34

35-44

45-54

55+

I prefer this brand to others ones available

It’s simply a routine purchase

I know it will be available

I go out of my way to have this brand, it’s the only one I’d buy

Switching seems too inconvenient

50%

40%

30%

20%

10%

0%

18-24

25-34

35-44

45-54

55+

I prefer this brand to others ones available

It’s simply a routine purchase

I know it will be available

I go out of my way to have this brand, it’s the only one I’d buy

Switching seems too inconvenient

50%

40%

30%

20%

10%

0%

18-24

25-34

35-44

45-54

55+