In the vast landscape of consumer behavior, one generation stands out for its unique preferences and habits – Generation B, also known as Baby Boomers. Born between 1943 and 1960, this cohort continues to wield significant influence over the market, shaping trends and driving consumption patterns. Contrary to common misconceptions, Generation B is not only active in the consumer market but also displays distinct preferences that marketers and retailers should keenly observe.

Who are they? What do they consume?

Introducing Generation B:

Generation B represents individuals born post-World War II during a period of remarkable population growth. They emerged in an era marked by economic prosperity and witnessed the dawn of various technological advancements. Raised with traditional values, Baby Boomers are often characterized as hardworking, family-oriented individuals who hold quality and practicality in high regard.

Consumption Habits:

Shaped by their experiences, Baby Boomers exhibit unique consumption habits. They prioritize the quality and durability of products, a preference rooted in their upbringing during times of scarcity. Loyalty holds great significance for Generation B, as they tend to favor brands they have trusted for years. Furthermore, shopping isn’t merely a transaction but a social and leisure activity for Baby Boomers, often preferring physical stores for the tangible experience.

Online Shopping:

While initially hesitant, Generation B has embraced online shopping, drawn to its convenience and variety. However, they still value the traditional aspects of shopping, emphasizing the importance of security and ease of navigation in online transactions. To effectively cater to Baby Boomers, companies must strike a balance between modern digital interfaces and traditional service values.

Spending Patterns:

In 2023, Germany leads in terms of average online spending by Generation B:

🇩🇪 In Germany, consumers spent €1,948 and placed 44.1 online orders.
🇬🇧 In the UK, consumers spent €1,570 and placed 58 online orders.
🇫🇷 In France, consumers spent €1,209 and placed 21.1 online orders.
🇮🇹 In Italy, consumers spent €940 and placed 21.4 online orders.
🇪🇸 In Spain, consumers spent €893 and placed 22.5 online orders.

Compared to the overall average annual spending across all generations, spending by Generation B is lower in all analyzed countries.

Members of Generation B spend less than other generations but are more regular buyers.

Overperforming Categories:

Across France, Germany, Spain, the UK, and Italy, Generation B exhibits a penchant for functional purchases, particularly in categories such as Home & Kitchen, DIY & Tools, and Grocery. These categories align with their preferences for practicality and durability, reflecting their unique consumer mindset.

Key Insights:

• Generation B spends less online but engages in more regular purchasing.
• Their preferences lean towards functional purchases rather than “pleasure” buys favored by younger generations.
• Understanding Generation B’s distinct consumption habits is crucial for retailers, brands, and marketplaces aiming to tap into this influential demographic.

In conclusion, Generation B continues to leave an indelible mark on the consumer landscape, underscoring the importance of tailoring strategies to meet their unique needs and preferences. By delving deeper into their consumption trends, businesses can unlock opportunities for growth and establish meaningful connections with this influential demographic.