The Millennial Impact: Food Shopping Decisions - US - July 2017
"Millennials represent the largest generation group; they are estimated to make up a quarter of the US population in 2017. They are also the largest share of primary grocery shoppers, meaning their shopping motivations and needs should be used as a guide to secure the greatest reach. Flavor experience and product exploration find appeal among this group. Millennials are at a lifestage that sees increased earnings and increased obligations; meaning, while enjoyment is key, price sensitivity continues to play a role. As can be seen across generation groups, convenience plays an important role in their food shopping behavior."
- Beth Bloom, Senior Food & Drink Analyst
This Report discusses the following key topics:
- Busy lifestyles challenge traditional approach to eating
- Millennials are engaged in food shopping experience, but patience may wear thin
- More than half of Millennials say where they shop reflects their personal values
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