Eating Trends: Generational Food Shopping

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This Eating Trends report provides a topline data overview of U.S. adult (age 18+) patterns for grocery shopping, with a focus on Gen Z (age 18-24) and Millennials/Gen Y (age 25-39).  For context and comparison, in addition, parallel data are provided for Gen X (age 40-54), Baby Boomers (age 55-74), and older Seniors (age 75+).

The psychographic and product usage data presented draw on the MRI-Simmons national consumer survey series, primarily referencing the Spring and Summer 2019 survey releases.


Introduction: Scope and Methodology
Section 1: Psychographics
Younger Adults Have Healthy Interest In Eating Well
Figure 1-1: Healthy Eating Psychographics Among Adults Age 18-39, 2009 vs. 2019 (percent)
Table 1-1: Selected Healthy Eating Psychographics of Adults Age 18-24 and Age 25-39: 2009 vs. 2019, (percent)
Figure 1-2: Demographics More Likely to Try New Health Food Products: By Selected Age Ranges, 2019 (index)
Figure 1-3: Demographics More Likely to Try New Nutritional Products: By Selected Age Ranges, 2019 (index)
Figure 1-4: Demographics More Likely to Agree that Friends Often Ask Them Advice About Health and Nutrition:
By Selected Age Ranges, 2019 (index)
Figure 1-5: Demographics More Likely to Agree that They are Willing to Pay More to Look Younger:
By Selected Age Ranges, 2019 (index)
Figure 1-6: Demographics More Likely More Likely to Use a Mobile App or Website to Track Calories and Exercise:
By Selected Age Ranges, 2019 (index)
Figure 1-7: Attitudes of Adults Age 18-39 Toward Select Healthy Lifestyle Choices, 2009 vs. 2019 (percent)
Gen Z Adults and Millennials as Natural & Organic consumers
Table 1-2: Relative Use of Organic and Natural Foods by Age Bracket, 2019 (percent and index)
Table 1-3: Age Demographics of Selected Organic Product Types: Produce, Meat, Packaged Facts, and Dairy, (percent of organic consumers vs. adults overall)
Snacking and Easy-to-Prepare Meals
Figure 1-8: Attitudes of Adults Age 18-39 Toward Snacking, Fast Food, and Easy to Prepare Meals,2009 vs. 2019 (percent)
Table 1-4: Attitudes of Adults Age 18-24 and Age 25-39 Toward Snacking, Fast Food, and Easy to Prepare Meals,2009 vs. 2019 (percent)
Use of Online Grocery Delivery Services
Figure 1-9: Consumer Use of Online Grocery Services, Adults 18-39 vs. Adults Age 40 and Over, 2019 (index)
Gen Z and Millennials Seek food flavor and adventure
Figure 1-10: Attitudes of Adults Age 18-39 Toward Foods that are Flavored, Foreign, or Trendy, 2009 vs. 2019 (percent)
Table 1-5: Attitudes of Adults Age 18-24 and Age 25-39 Toward Foods that Are
Highly Flavored, Foreign, or Trendy, 2009 vs. 2019 (percent)
Section 2: Product Usage
Generational Patterns By Grocery Product Types
Table 2-1: Generational Usage Rates for Fresh/Frozen Meat, Poultry, or Seafood in Last 7 Days, (percent and index)
Table 2-2: Generational Usage Rates for Selected Packaged Meat Products by Type, (percent and index)
Table 2-3: Generational Usage Rates for Selected Dairy Case Products by Type, 2019 (percent and index)
Table 2-4: Generational Usage Rates for Fresh Produce, 2019 (percent and index)
Table 2-5: Generational Usage Rates for Selected Vegetable & Fruit Products, 2019 (percent and index)
Table 2-6: Generational Usage Rates for Selected Breakfast Products, 2019 (percent and index)
Table 2-7: Generational Usage Rates for Selected Bread and Breakfast/Bakery Products, (percent and index)
Table 2-8: Generational Usage Rates for Selected Staples, 2019 (percent and index)
Table 2-9: Generational Usage Rates for Salty Snack Products, 2019 (percent and index)
Table 2-10: Generational Usage Rates for Selected Sweet Snack & Dessert Products, 2019 (percent and index)
Table 2-11: Generational Usage Rates for Selected Frozen Food Products, 2019 (percent and index)
Table 2-12: Generational Usage Rates for Selected Hot/Cold Coffee, Tea, and Cocoa Products, (percent and index)
Table 2-13: Generational Usage Rates for Selected Other Natural Beverage Products, (percent and index)
Table 2-14: Generational Usage Rates for Selected Carbonated and Other Functional/Sweetened Beverage Products, 2019 (percent and index)

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