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U.S. Baby Boomers' Grocery Shopping Behavior - Statistics & Facts

The generation Baby Boomers comprises people who were born during the post-World War II baby boom (roughly birth dates beginning in the mid 1945s to the early 1960s). This generation followed the Silent demographic cohort. By 2030, the Baby Boomer generation will have 56 million people in the United States.

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.

Interesting statistics

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Baby Boomers in the U.S.: Grocery shopping behavior

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Important key figures

The most important key figures provide you with a compact summary of the topic of "U.S. Baby Boomers: Grocery Shopping Behavior" and take you straight to the corresponding statistics.

Grocery shopping

Online grocery shopping

Food and nutrition patterns


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