Generational grocery shopping behavior in the U.S. - statistics & facts
There are six generational cohorts that make up the current U.S. population. Generations are made up of individuals born within a specific timeframe. If they live in the same region or country they typically share similar life experiences and behaviors, including in food. Younger consumers generally embrace new business models and initiate changes in a variety of markets. Older consumers, on the other hand, are often comfortable with their current routines and may not have a desire to change them. However, food inflation has shown that similar reactions and behaviors can occur among the different generations. Between 50 and 60 percent of consumers in each cohort reported making changes to what they eat and drink because of inflation. In addition, more than 65 percent of consumers in all age groups bought fewer items, and about 40 percent purchased generic products to save on groceries.
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