how marketers can engage post-90s at the supermarket
How marketers can
engage post-90s at the
Post-90s are interesting and, at times,
enigmatic for marketers to understand.
It is attempt to exploring what post-90s
had to say and how they were
expressing themselves on the topics
related to packaged goods at
More than 85% posted pictures
more than 85% of post-90s share supermarket-
shopping experience with both words and pictures.
This is a clear indication that post-90s prefer to
share their shopping experiences in images, not just
42% posts are what they bought,
or let’s say “buy a lot”
more than 42% posts are whey they bought in
supermarket. And they are happy to share when
they bought all SKUs of product or many many
items in boxes. The show off habit also works
supermarket consumption not only luxury product.
“Adult-buying” behavior stimulate
The main products post-90s buy in supermarket are
snacks, especially to those who are still students.
42% of samples did the behavior of “adult-buying”,
they either bought all ﬂavor of one brand or many
packs of one ﬂavor, sometime both. It become the
timing of show off.
They are happy to share
Positive Neutral Negative
Do something stupid Others
positive – showing off a picture of shopping cart, discovering interesting
products, enjoying a good time with families/friends, ﬁnding a
childhood product, etc.
Negative - tend to be about disappointing in newly bought snack,
complaining about the excessive price, angry about the poor service in
✓ Show off culture exists in supermarket purchase
✓ Adult-buying is moment of show off
✓ Mobile with picture, yes wechat may effective
channel to observe