WhatMillennialsWant
THE MILLENNIALSHOPPER
in America
For more information on the study and tounderstand how these insights can translate into
actionable solutions for your brand, contact:
Steve BryantDirector, Food & Beverage
[email protected] | 206.270.4664
F O O D S H O P P E R S
Food Shopping in America, a new study byMSLGROUP 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.
SAVINGS
WhereMillennialsShop for Food
CONVENIENCE
PREPAREDFOODS
ORGANICS
GROCERYSTORE
MASS/SUPERSTORE
CLUB
CONVENIENCE SPECIALTY/NATURAL
69% 63% 25%
23% 22%
How toReachMillennials
Enter
70%
70% of Millennials use their mobile device while shopping
Millennials value personal recommendations andreviews when making purchase decisions
Consult a shopping list stored online or on
their phone
Search for a coupon
Call, text or email another member of
their household
Search for a recipe
33%
21% 20%
24% Rely on recommendations
from friends/family
11%Look to product reviews
before purchasing
38%
Product Name
CEREALFood Grade
A
Gen X
$62,500
Boomers
$72,500
Millennial
$37,500
MedianHousehold
Income
