T. Ozbun
Research expert covering food retail and all food topics for Italy and Brazil
Generational grocery shopping behavior in the U.S. - statistics & facts
Does age truly shape our behavior, even when it comes to grocery shopping? Although grocery shopping is an activity shared by everyone, it may evoke different sentiments in the various generations of consumers. Younger consumers might find it new and exciting, as they often embrace new business models and set new trends in a variety of markets. In contrast, older consumers are often comfortable with their current routines, possibly feeling uninclined to seek out change and might find shopping for groceries a simple mandatory chore.
A similar trend was observed in terms of preferred grocery channels among U.S. consumers, with supermarkets being favored by all generations, particularly the older ones. Only survey Gen Z respondents seemed to prefer mass stores slightly more than supermarkets. However, online and convenience store shopping were much more popular among Generation Z and millennials compared to the older generations. Overall, all age groups displayed a mostly positive attitude towards grocery shopping, although the sense of enjoyment while shopping appeared to decrease the older the shopper. Concerning shopping frequency, both the youngest and oldest age groups preferred less frequent shopping, while those aged between 25 and 54 tended to shop more often compared to other age groups, on average.
Overall, younger generations exhibit greater versatility and a higher inclination towards online grocery shopping, while older generations tend to be more traditionalist and comfortable with their in-store shopping experience.
Grocery shopping channels in the U.S.
Among U.S. consumers, purchasing products in person at the local brick-and-mortar store seems to bridge the age gap. Older shoppers exhibit a higher inclination towards in-store shopping compared to their younger counterparts. Among those aged 55 to 65, 61 percent exclusively shopped in-store, while for those aged 18 to 24, the figure stood at 31 percent. Conversely, when it came to exclusive online shopping, the distribution was more evenly spread across the different age groups.A similar trend was observed in terms of preferred grocery channels among U.S. consumers, with supermarkets being favored by all generations, particularly the older ones. Only survey Gen Z respondents seemed to prefer mass stores slightly more than supermarkets. However, online and convenience store shopping were much more popular among Generation Z and millennials compared to the older generations. Overall, all age groups displayed a mostly positive attitude towards grocery shopping, although the sense of enjoyment while shopping appeared to decrease the older the shopper. Concerning shopping frequency, both the youngest and oldest age groups preferred less frequent shopping, while those aged between 25 and 54 tended to shop more often compared to other age groups, on average.
Online shopping behavior among U.S. shoppers
Among different generations, millennials had the highest share of online grocery shoppers, while baby boomers had the lowest. Regardless of the generation, the common reasons cited for online grocery shopping were time-saving and avoiding impulse purchases commonly associated with in-store shopping. However, avoiding buying impulsively was less significant among older consumers, indicating how this demographic might better be able to avoid impulsive urges during their shopping experiences.Overall, younger generations exhibit greater versatility and a higher inclination towards online grocery shopping, while older generations tend to be more traditionalist and comfortable with their in-store shopping experience.
