Millennial Grocery Shopping Trends

Jennifer Polanz & Allison Westbrook

A recently commissioned study revealed grocery shopping trends and preferences of a surveyed 1,000 Millennials. Although this group has felt the effects of the recession, they’re reluctant to cut spending on buying groceries. Only 8% of those surveyed said that they would reduce spending in this area due to the recession’s impact. Millennials are far more likely to reduce spending in other areas, such as eating out (36% of those surveyed), entertainment (30%) and buying clothes (21%).

According to Pat Dermody, president of Retale—the organization that conducted the survey—Millennials are counteracting the recession by choosing to dine out less and instead opting to eat at home more often. He says, “Lost restaurant trips should ultimately benefit grocery retailers.” And looking for ways to save doesn’t stop when they enter the store. More than half of Millennials surveyed said that they use their smartphone while shopping. The most popular use was to find coupons and compare pricing, followed by consulting shopping lists and finding recipes.

When asked what could enhance their mobile experience:

• 41% said they would like coupons sent to their phone when they enter a store

• 12% wanted the ability to scan the item with their mobile device to get information on the product

• 10% would like more mobile pay options at checkout GP