F O O D
S H O P P E R S
in America
THE MILLENNIAL SHOPPER
Food Shopping in America, a new study by MSLGROUP and The Hartman Group, reveals evolving consumer behaviors when it comes to grocery shopping. In particular, the study shows the unique ways Millennials shop for food.
What Millennials Want
Median Household Income Millennial
$37,500 SAVINGS
CONVENIENCE
Gen X
$62,500
Boomers
PREPARED FOODS
ORGANICS
$72,500
Where Millennials Shop for Food
69%
63%
GROCERY STORE
25%
MASS/SUPER STORE
23%
CLUB
22%
CONVENIENCE
SPECIALTY/ NATURAL
How to Reach Millennials 70% of Millennials use their mobile device while shopping 38%
33%
Consult a shopping list stored online or on their phone
70%
Call, text or email another member of their household
Enter
20%
21%
Search for a coupon
Search for a recipe
Millennials value personal recommendations and reviews when making purchase decisions
Product Name
CEREAL Food Grade
A
24%
Rely on recommendations from friends/family
11%
Look to product reviews before purchasing
For more information on the study and to understand how these insights can translate into actionable solutions for your brand, contact:
Steve Bryant Director, Food & Beverage steve.bryant@mslgroup.com | 206.270.4664