Millennials make up 53% of Ibotta’s users, so the cash-back app got an unprecedented look into how they’re shopping.

Millennials make up 53% of Ibotta’s users, so the cash-back app got an unprecedented look into how they’re shopping. Ibotta’s Millennial Shopping Report analyzed over 65 million purchases to find that, despite putting less in their baskets, the young demo is spending more at high-end grocery stores like Whole Foods. They’re also the most likely to buy from vitamin shops like GNC, and were more likely to shop at Costco and Target than any other generation. Unsurprisingly, Millennials have also proven their love for vino by helping boost Ibotta’s wine redemptions by more than 80% last year, and by purchasing rosé 1.3 times more often than other demos. (PR Newswire)