Cost over nutritional value when grocery shopping in Canada 2023, by generation

Published by
T. Ozbun,
Jan 24, 2024
When surveyed in September 2023, nearly 55 percent of surveyed Canadian respondents from the Greatest Generation (born between 1900 and 1945) indicated that they prioritized cost over nutritional value more than they did a year earlier when shopping for groceries. In contrast, just under 35 percent of Boomers expressed the same behavior.

Share of consumers prioritizing cost over nutritional value when shopping for groceries more than one year prior in Canada as of September 2023, by generation

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Release date

October 2023

Region

Canada

Survey time period

September 2023

Number of respondents

5,521 respondents

Supplementary notes

The question was originally stated as: "I prioritize cost over nutritional value when shopping for groceries, more so than a year ago."
Gen Z - those born between 1997 and 2005.
Millennials - those born between 1981 and 1996.
Gen X - those born between 1965 and 1980.
Boomers - those born between 1946 and 1964.
Greatest Gen - those born between 1900 and 1945.

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