Regarding their grocery shopping behavior and nutrition patterns, the main characteristics of Baby Boomers included:
• Compared to other generations, Baby Boomers were less likely than Generation X, Millennial, and Generation Z shoppers to buy store brands in order to save money. Baby Boomer parents were also less likely to buy organic products compared to parents of other generations.
• Only about 48 percent of Baby Boomers indicate a preference for the cold ready-to-eat foods from the deli/prepared food area of the grocery store, significantly less than any other generation.
• Baby Boomers are the least tech-savvy generation when it comes to online grocery shopping compared to Generation X, Millennials, and the Mature generation.
• Over a third of Baby Boomers considered their diet as currently healthy, whereas about 67 percent of the generation stated that it could be healthier.