Millennial

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 to other generations."

The millennial generation is "choosing organic" and as they become parents, the market for organic food will boom, says the Organic Trade Association, based on a survey of U.S. households. "Over the next 10 years, we’ll see a surge of new organic eaters and consumers – the Millennial parents of tomorrow and their children," said Laura Batcha, chief executive of the trade group.

The 75 million members of the so-called millennial generation account for 23 percent of the U.S. population, and millennial moms and dads, parents who are 18-34 years old, are now the biggest consumers of organic products in the country, says the Organic Trade Association. A survey commissioned by OTA says half of the parents who buy organic are millennials.

Grocery shoppers are spending less time, and money, in the center aisles of the supermarket, where the processed foods dwell and more time in the dairy case, meat counter and produce bins, says the Minneapolis Star Tribune.