Millennials’ shopping habits are influencing how grocery stores market their products. For example, recipes and nutritional information can be easily accessed while shopping, which increases purchases meant for one-time use. Thinkstock.com
NUTRITION: Millennials influence supermarket trends
The most influential changes are the use of technology and recipe-based shopping. Millennials have far fewer pantry items than previous generations. Phone apps and recipes can be easily accessed while shopping. Ingredients are often purchased for one-time use for a particular recipe and are used within a few days.Millennials, a driving force in the economy, are defined as people born from 1980 to 2000 (ages 16-36). According to a report by the U.S. Chamber of Commerce Foundation, millennials are “vocal customers” who “influence the purchases of others.” Because of millennials, there have recently been many new trends in supermarkets and supermarket shopping.
Millennials are sharing the shopping responsibility between genders. Once a female-dominated household activity, it is estimated that males account for more than 40 percent of those who “claim substantial responsibility for the household grocery shopping.” This has caused a change in food marketing, packaging and grocery store design.
Another change brought on by the millennial generation in grocery stores is that millennials are not one-stop shoppers. Millennials are not as brand-loyal as previous generations. They also do much less shopping at traditional grocery stores; more purchases are being made at specialty stores, big-box retailers and convenience stores. This has caused stores to get creative on how they will attract shoppers. The new term “grocerant” is one way that stores are attracting shoppers. Because millennials are diversifying their food shopping between different types of stores, some stores are now a hybrid of a traditional grocery store and restaurant. This grocerant style is apparent in the Duluth area, where the large grocery stores now have eat-in deli areas.
What do these changes mean for the average grocery shopper? There is now more selection of food items both in the grocery store aisle and in the prepared food deli area. This increased selection includes both lower priced value foods and higher priced specialty foods. This expansion definitely includes a large global scope. Brands are also catering to specific diets; it is now easy to find items that are labeled “low sodium” or contain specific allergy warnings.
Along with the expanding variety in the store, comes expanding resources to learn how to use these new food items. The internet has a bounty of information that can be accessed any time and at nearly any location. Be mindful of the source of information you’re using on the internet. I advise my patients to use sites such as The American Heart Association or the American Diabetes Association, which both have easily searchable recipe databases. If you are not internet-savvy, many stores and food brands have printed recipe guides available in store. And don’t be afraid to ask questions. Many grocery store employees are very knowledgeable and eager to share information with you.
Bottom line is that I encourage you to get out of your normal grocery store routine. Now more than ever, there are new items you may not even know could become a new favorite food.
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