In this demographics report we look at expected shifts in spending for millennials as they move from the 25-34 to 35-44 age group. Spending on new cars, recently purchased homes, food, select apparel, and entertainment are set rise meaningfully for the generation. In the first section of the report, we will lay out the demographics landscape which involves cross-currents. On the positive side is rising millennial income and strong demand for housing. On the down side is student loans, baby boomers entering retirement, and Gen-X being meaningfully smaller than the boomer population. In the second section of the report, we will dive into industries and companies that stand to benefit from rising millennial spending trends. We highlight that, even within industries that stand to benefit from demographics, there are likely winners and losers.
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