Individual behaviors and preferences can vary greatly from person to person. From hobbies to dietary choices, Americans exhibit a wide array of perspectives and habits, including how they approach grocery shopping. Below, we’ll delve into the distinct shopping habits of different generations in the United States.
Starting with the method of shopping, there’s a noticeable shift towards online platforms such as in-store pickup, curbside, and delivery. Gen Z, having grown up with pervasive technology, leads the charge in embracing these digital conveniences. Their comfort with technology makes them the most likely to utilize store apps and delivery services, citing accessibility as a primary reason. Approximately 50% of Gen Zers opt for online grocery shopping regularly.
Millennials, or Gen Y, closely follow suit, with an impressive 72% reporting the use of grocery store apps within the past year. Both Gen Z and Millennials are adept at navigating various shopping channels, embodying the omnichannel approach to fulfill their needs quickly, a trait ingrained in them by the era of instant gratification and expedited delivery services.
In contrast, Gen Xers show a preference for the traditional in-person shopping experience, with only around 9% regularly purchasing groceries via mobile devices. This figure significantly surpasses that of Baby Boomers, who remain the least inclined to embrace mobile technology. However, digital coupon usage is on the rise among Baby Boomers.
The frequency of online and in-person shopping also varies across generations. A 2023 report on online grocery shopping indicates that 58% of Gen Z and 60% of Millennials have increased their online grocery shopping frequency, with 44% making weekly online orders. During these transactions, approximately 41% of shoppers from both generations spend between $51 and $100 each time. Conversely, Gen X and Baby Boomers exhibit lower rates of online shopping activity.
Despite these digital trends, all generations still engage in in-store shopping, often visiting multiple establishments. A study shows that at least 70% of U.S. consumers shop at five or more stores per month, with 50% visiting two stores per shopping trip. While in-store shopping remains prevalent, the rise of online ordering suggests a potential shift in consumer behavior.
For further insights into the grocery shopping habits of each generation, refer to the accompanying source.
Infographic provided by pre packaged food wholesaler. Walker’s Fresh Foods
Resources
How Baby Boomers Shop for Groceries Compared to Other Generations
Online Grocery Shopping Trends Among Millennials and Gen Z
https://chicory.co/blog-feed/online-grocery-shopping-trends-among-millennials-and-gen-z
