Younger Shoppers Are Upending Traditional Grocery. Think of It as an Opportunity.

U.S. consumers under the age of 35 will experience similar life stages as previous generations, but they will never mirror the grocery shopping patterns of older consumers. As the most ethnically diverse and tech-savvy population, they are inspired and moved by infotainment. They also have the unique ability to lean into their personal moods and appetites, answering in the moment, “what am I hungry for?” Jonna Parker, team lead, Circana’s Fresh Foods group, and Kelly Krumholz, perimeter client insights consultant, talk about stark generational differences. Learn why it’s important to start solving for the needs of shoppers aged 35 and younger, who soon will be the majority. 

Highlights 

• Shoppers under the age of 35 have been shaped by the acceleration of smart phones, the explosion of social media, and the COVID-19 pandemic. 
• Younger consumers are interested in cuisines like Japanese, Korean, and Cuban. This is a stark contrast to those of older generations, who prefer Mediterranean. 
• While it may have been the case for older generations, Gen Z and younger millennials prove the grocery store is not the only place to buy perishables. 
• Shoppers under the age of 35 under-spend in fresh. Most of their food dollars are spent on center-store items. 
• Young shoppers are motivated by relevance and experience. Messages that invoke feeling or speak to mood are more likely to hit the mark than low price.