Members of the same generation tend to enjoy the same kind of music, spend their free time engaged in similar activities and share political views. And they often have something else in common as well: their shopping habits, according to new research from The Nielsen Co., New York.

Todd Hale, senior vice president of consumer and shopper insights, penned a recent NielsenWire report about the topic, noting that high-earning baby boomers (ages 45 to 63) spend the most money each year, followed by Generation X consumers (33 to 44), Millennials (15 to 32) and members of the Greatest Generation (64+). However, Greatest Generation consumers, followed by boomers, shop much more often than members of other generations, perhaps because they are more likely to patronize more traditional formats such as grocery and drugstores that do not allow for one-stop shopping.

Because they shop less often and tend to favor mass supercenters and mass merchandisers (hip, trendy Target is their favorite), Millennial and Gen X consumers, on the other hand, spend more per trip than baby boomers and, especially, the Greatest Generation, both of which also purchase more products "on deal" than younger consumers, Hale reported.

Although they make the most shopping trips and are more likely to walk up and down every aisle, "the Greatest Generation is less likely to enjoy shopping than any other age group," he continued.

"Conversely, the Millennial generation, which makes the fewest trips to virtually every format, really likes shopping," though that generation also is less likely to shop the entire store.

"Engaging this 'in-and-out' shopper with ... music or other in-store entertainment could extend their time in stores and get them to shop more aisles," Hale added.

Millennials also like to plan ahead and, along with Gen X consumers, are most likely to redeem coupons and prepare a shopping list. Ironically, however, those two groups also make the most unplanned purchases, perhaps because they often bring young children to the store with them. These young, cash-strapped consumers are most likely to turn to store brands to help them weather the poor economy, Hale told eReport.

"Forty-eight percent of Generation X and 50 percent of Millennials say that due to the economic downturn, they are buying more private label for main meal preparation, compared to 35 percent of the Greatest Generation and 41 percent of boomers," he reported.

Nielsen's research also revealed significant generational differences in spending in certain "big gap" categories, including baby food, carbonated beverages, cereal, detergents and hair care, which are consumed heavily by younger generations, and ice cream, pet food, vitamins and wine, which are purchased in larger quantities by older generations.

Given Nielsen's findings, Hale pointed out generation-specific "shoppertunities" for retailers and CPG manufacturers:

Greatest Generation: Shaped by the Depression and World War II, these frugal consumers are attracted by freebies and senior discounts. They also appreciate both products and packaging that address issues associated with aging. Because they tend to walk up and down every aisle, retailers should pepper products designed to appeal to seniors throughout the store.

Baby boomers: These big spenders will welcome monthly or quarterly cash-back savings programs that reflect spending levels. Retailers also should "pursue the up-sell" into prescription meds, insurance, gifts for grandkids, travel, wine by the case, etc.

Generation X: These busy consumers with young families are attracted by products and services that save time (think meal deals). In-store child care centers or computer kiosks that keep the kids entertained while mom shops also would be a draw.

Millennials: Retailers should look for ways to engage these in-and-out shoppers — more contemporary music, coffee stations with battery chargers, in-store WiFi, etc. They also could tap into these youngsters' need for immediate gratification with eye-catching end caps and front-of-store bins.

For more information or to read Hale's article in its entirety, go to http://blog.nielsen.com/nielsenwire/consumer/mining-the-u-s-generation-gaps/ — Denise Leathers