Women ages 20 to 30 represent a $54 billion marketing opportunity for packaged goods companies, but their needs and values are vastly different from the generation before them, a new report from Information Resources, Inc. (IRI) has found.

“Winning With Millennial Women Shoppers” outlines this growing consumer demographic’s key behaviors. Compared with the preceding generation, women born between 1979 and 1989 tend to shop less, buy more during each trip, and frequent supercenters and Walmart more. The economy has also forced these shoppers to cut back on indulgent food categories like frozen poultry, chewing gum, salty snacks and frozen pizza, the report said.

The findings are in line with marketers’ latest attempts to understand this age group, which, in the next few years, is expected to surpass baby boomers in consumer packaged goods spending. Women in their 20s and 30s are just now buying homes, thinking about marriage, parenthood and career development. All of these factors spell plenty more marketing opportunities for food and nonfood manufacturers going forward, according to Chicago-based IRI. Click here to read the whole story in Progressive Grocer