Members of the Millennial generation, born between 1981 and 1996, are less likely to go to the grocery store than Baby Boomers or Gen X-ers and spend less per person when they do go to the store, write two USDA economists. “Millennials are demanding healthier and fresher food — including fruits and vegetables — when making food-at-home purchases, and they place a higher preference on convenience than do other generations.”
In an article in USDA’s Amber Waves magazine, the economists say Millennials spent just under $80 a month on groceries for households with a per capita income of up to $20,000 a year; Baby Boomers in that income group, by contrast, spent $135 a month. Part of that is a reflection that Millennials, as a young group, are more likely to eat out than to stay home for a meal.
“Millennial shoppers generally purchase a larger share of prepared foods, pasta, and sugar and candies than … other generations. Millennials’ preference for convenient, prepared foods could be due to a variety of reasons. Perhaps, some Millennials may lack cooking skills or interest in cooking. Or, maybe some Millennials prefer to spend their non-work time on activities other than cooking and cleaning up afterwards,” the economists write.
Economists Annemarie Kuhns and Michelle Saksena said the grocery habits of Millennials are of interest now because they shape the dietary quality of their generation and may affect the eating habits of their offspring. Shopping patterns may change with circumstance, they note. “Millennials could find themselves saying goodbye to a frozen dinner for one and hello to a home-prepared spaghetti dinner for four.”