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Fragmented Food Shopping

By February 17, 2015 No Comments

The Food Marketing Institute found millennial consumers have a last-minute approach to grocery shopping. A study found more than 25 percent of meals consumed by the demographic include items they bought the same day. Millennials also are more last-minute when it comes to making grocery lists, with 37 percent saying they do so right before going to the store. Older generations say they work on their grocery lists throughout the week.


Broad changes in food culture have affected the way both Millennials and older generations buy groceries. Shoppers have become more focused on the healthiness of the foods they buy, with shoppers who seek locally grown or produced foods increasing from 13 percent in 2007 to 26 percent in 2013. In the same time period, consumers seeking products with the shortest list of ingredients more than doubled, from 11 percent to 25 percent.


The study shows the shopping experience has become highly fragmented. A consumer might make a large trip to a traditional supermarket every other week, but do fill-in trips in between to a drug store or a convenience store; or they might purchase produce at an organic food store but get packaged items at a warehouse club. Shoppers’ decreased loyalty to a single store is evident in the decline of shoppers who have a “primary store” where they do most of their shopping. In 2014, the number of people who did not have a primary store rose to 9 percent, up from 2 percent in 2011.

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