Shopper Marketing - February 2016 - 74


Grocery Shopping,
the Millennial Way
Mintel's research shows that traditional stores aren't as appealing to
Millennials as specialty retailers

By April Miller

ChiCago - According to Mintel, 39% of Millennials are primarily buying their groceries
online - a significant number compared to
the 8% of non-Millennials doing so. This was
just one of the findings the market research
firm shared in its September report, "The Millennial Impact: Food Shopping Decisions."
Millennials, defined as those ages 21-38,
are the largest generation and their spending power is only going to continue to grow,
Mintel says. Therefore, how they shop for
food will not only impact the industry but
also influence behavior of other generations.
Millennials have an expectation that products
can be brought to them wherever they are,
and Mintel notes that the convenience and
74

y SHOPPER MARKETING FEBRUARY 2016

product variety of online retailers is especially
attractive to this cohort.
When they are heading to a brick-and-mortar retailer, they tend to opt for specialty grocery stores (in Mintel's research this includes
such stores as Whole Foods and Trader Joe's).
Fifty-two percent agree that traditional grocery stores are not as appealing as specialty
retailers. "Millennials enjoy unique foods from
retailers and brands they deem as trustworthy
and therefore may be less favorable toward
traditional grocery stores they may not view
as authentic or ethical," says Amanda Topper,
senior food analyst with Mintel.
With traditional grocery stores offering
more products from large food manufactur-



Table of Contents for the Digital Edition of Shopper Marketing - February 2016

Contents
Shopper Marketing - February 2016 - Intro
Shopper Marketing - February 2016 - 1
Shopper Marketing - February 2016 - 2
Shopper Marketing - February 2016 - 3
Shopper Marketing - February 2016 - Contents
Shopper Marketing - February 2016 - 5
Shopper Marketing - February 2016 - 6
Shopper Marketing - February 2016 - 7
Shopper Marketing - February 2016 - 8
Shopper Marketing - February 2016 - 9
Shopper Marketing - February 2016 - 10
Shopper Marketing - February 2016 - 11
Shopper Marketing - February 2016 - 12
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Shopper Marketing - February 2016 - 14
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Shopper Marketing - February 2016 - 17
Shopper Marketing - February 2016 - 18
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Shopper Marketing - February 2016 - 26
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Shopper Marketing - February 2016 - 28
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Shopper Marketing - February 2016 - 35
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Shopper Marketing - February 2016 - 37
Shopper Marketing - February 2016 - 38
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Shopper Marketing - February 2016 - 40
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Shopper Marketing - February 2016 - 42
Shopper Marketing - February 2016 - 43
Shopper Marketing - February 2016 - 44
Shopper Marketing - February 2016 - 45
Shopper Marketing - February 2016 - 46
Shopper Marketing - February 2016 - 47
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Shopper Marketing - February 2016 - 49
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Shopper Marketing - February 2016 - 128
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