Friday June 29, 2012

Millennials Seek Convenience When Shopping

New York — Millennials are 18 percent less likely than Baby Boomers to shop at a traditional grocery store and are more likely to shop across channels and use different distribution models, according to a survey by banking firm Jefferies Group, Inc. and business advisory firm AlixPartners, LLP.

The survey of 2,000 consumers found 41 percent of Milliennials’ total food spending is at traditional grocers, compared with 50 percent of Baby Boomers’ total food spending.

Meanwhile, fresh foods remain a priority for both groups, with more than 80 percent of those surveyed continuing to shop traditional grocery stores for fresh products.

David Garfield, managing director at AlixPartners and head of the firm’s consumer products practice, says: “Convenience is king with Millennials — they expect to get what they want, when and where they want it, and they know they have options for both products and retailers.”