IRI’s Tomei and Wydra Shed Light on Millennials’ Shopping Behavior at ARF Shopper Insights Forum




Robert I. Tomei – President, Consumer & Shopper Marketing, IRI

Donna Wydra – Principal, Consumer & Shopper Marketing, IRI



During their ARF Shopper Insights Forum presentation, “Navigating the New Realities of Millennials,” IRI’s Robert I. Tomei and Donna Wydra will present research that debunks the many myths surrounding millennials and their shopping behaviors and shed new light on the nuanced understanding required to create and maintain meaningful relationships with these powerful consumers to drive category growth.


IRI’s newly released MillenniaLink research uncovered that millennials do not fall neatly under one profile. Instead, IRI has categorized them into six distinct segments, summarized in the infographic, “Rise of the Millennials.” The presentation will discuss these distinct groups in detail, advising how marketers can best connect with them.



Millennials have an important impact on the marketplace, since their dollar share of CPG spending will grow by an estimated 70 percent between now and 2020 to an estimated $290 billion.
While millennials are uniquely different from previous generations in many ways, they are most certainly not one homogeneous group, although typically labeled as one. Marketers will benefit from understanding the highly differentiated segments amongst this cohort, driven by unique demographics, psychographics, attitudes and behaviors.


Tuesday, Aug. 4, 2015; 1:15 p.m. CT


ARF Shopper Insights Forum: How Advertising
Works in Omnichannel Retailing
Metropolitan Club Chicago
Willis Tower – 233 S. Wacker Drive #67
Chicago, IL 10151

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IRI fundamentally believes that delivering differentiated growth for clients requires deep, highly integrated partnering with a variety of best-of-breed companies. As such, IRI works closely with a broad range of industry leaders to create innovative joint solutions, services and access to capabilities to help its clients more effectively compete in their various markets and exceed their growth objectives. IRI is committed to its partnership philosophy and continues to actively enhance its ecosystem of partners through alliances, joint ventures, acquisitions and affiliations. The IRI Partner Ecosystem includes such companies as Oracle Data Cloud, The Boston Consulting Group, comScoreDatalogix (an Oracle company), Experian, GuestMetrics, GfK, Intage, IpsosKantarMaxPoint, Millward Brown DigitalRentrakSPINSUnivision and others.

About IRI

IRI is a leader in delivering powerful market, consumer and media exposure information, predictive analytics and the foresight that leads to action. We go beyond the data to ignite extraordinary growth for our clients in the CPG, retail and over-the-counter health care industries by pinpointing what matters and illuminating how it can impact their businesses. Move your business forward at


Shelley Hughes, +1 312.474.3675


Shelley Hughes, +1 312.474.3675