The Millennials’ Grocery Store

Ann-Marie Vazzano

Grocery store environments and food shopping formats are changing, thanks to Millennials. According to Food Shopping in America, a report by MSLGROUP and The Hartman Group, Millennials’ food purchase decisions are driven by their adventurous attitudes, spontaneity and budget constraints.

Here’s a look at some specific ways Millennials are changing the grocery landscape, according to the report:
Budget limits choice. Millennials face more budget constraints than Gen X or Boomers. Nearly half (49%) said household budget limitations were the top issue making shopping more difficult. Millennials’ median household income ($37.5K) is significantly lower than that of Gen X ($62.5K) and Boomers+ ($72.5K).

Millennials are active and connected shoppers. Most (70%) use their mobile devices while shopping for tasks like checking a shopping list kept online or on their device, contacting another family member, searching for a coupon and finding a recipe.

Personal recommendations are key. While price has the most impact on Millennials’ food choices, they also highly value personal recommendations from friends and family, as well as peer reviews when making purchase decisions. Personalized marketing efforts that leverage referrals from Millennials’ own social networks will be more effective than endorsements from an outside source.

Millennials tend to purchase a unique mix of prepared, convenience items—such as frozen pizza—as well as specialty items—such as baby and pet foods, organics, dairy alternatives and sports drinks. GP