Progressive Grocer

Grocerant February 2017

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10 SOLUTIONS FEBRUARY 2017 Buzzed about since the postwar mid-1940s, baby boomers have finally taken a back seat—or at least handed over control of the wheel—to millennials. "[Millennials] . . . are as big if not bigger than the boom- ers," says Jim Hertel, senior vice president for Willard Bish- op, Long Grove, Ill., which provides consumer products data, analysis and insights. "And at least the leading edge of the group is beginning to form families, and it is usually then when people move into their peak grocery shopping years." Born between the mid-1980s and the mid-1990s (defini- tions vary depending on the source), millennials make up about 25 percent of the population, according to the U.S. Census Bureau, and they overlap with the coveted 18 to 34 age demographic. What's more, these tech-savvy young- 4 top food trends for millennials Why millennials matter BY LY N N PE T R A K Older millennials are moving into their peak grocery shopping years. Eighteen- to 34-year-olds are driving grocerant sales—and for good reason. Customization Mashups Munchies Bowls

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