They have revolutionized the way we communicate with each other. They have created a world of “likes” and “friends” larger than all television audiences combined. And only 40% of them have reached the family-building, grocery-shopping age. Who are they? They are the Millennials and they are coming to a store near you – today, tomorrow and for the foreseeable future. For those who run supermarkets, drug chains and mass merchandisers, they are still enigmatic. Only the tip of the iceberg has surfaced. But waiting to see more is not a strategy. That’s why PLMA commissioned Surveylab, one of the foremost online research services, to explore the thoughts and attitudes of the Millenials.