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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