Nils-Gerrit Wunsch
Research expert covering food & agriculture in the UK & Europe
Get in touch with us nowGrocery shopping behavior
The grocery market of the United States is a massive juggernaut worth over 680 billion U.S. dollars. While the Silent Generation is about to completely vanish from the shopping landscape, Generation X makes up over a third of all grocery store food buyers that contribute to this market. This makes the Gen Xers the second largest contributor after their younger counterparts. Online shopping is increasingly important to Generation X as a growing number of them have already used an online-only grocery retailer to order food.Eating behaviors
Three-quarters of Generation X would agree that meat is a part of the American identity. Their thinking on the matter is indistinguishable from older generations, while younger generations, especially Generation Z, see this somewhat differently. However, more than half of Gen Xers have tried plant-based meat alternatives. They are only slightly more willing than older generations to pay more for food products that do not harm the environment. Their children, of which many can be found in Generation Z, are much more willing to pay this price.
