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Trouble in aisle five as younger generations shop around
Posted: Jul 12, 2012 6:12 PM by Keli Moore, KSBY News
Updated: Jul 13, 2012 8:20 AM
Supermarkets are getting a wake up call after a recent study by a business advisory firm. The research showed younger generations are not shopping the same way as their parents and grandparents.
"We usually shop at Ralphs and Vallarta. You know big name stores," said Arturo Mejia while loading his car with groceries.
Big name grocers like VONS have spent years catering to the needs of baby boomers, but the recent study shows that the marketplace is changing.
Younger generations said they are not quite sold on what these stores have to offer.
"I would much rather go to place like Trader Joes or the SLO Natural Foods Co-Op," said Kate Macvicar.
An investment company recently surveyed 2,000 grocery shoppers and found that there is "Trouble in Isle 5."
Millennials, those who are in their 20s and 30s, buy less than 40 percent of their food at the traditional grocery store.
"I prefer Trader Joes," said Cameron Matthew.
Compared with the boomers who stick to what's familiar.
"I think Ralphs is the place to come," Erin Pottmeyer said.
"The way this economy is...you go where your dollar takes you," said Jack Charvet.
Financial concern about retirement keeps baby boomers buying the basics, but beyond the basics millennials are multitaskers, and that is why they often head to a store like Target to find groceries and other items like toiletries.
So, convenience is key...
"It makes it more of a one stop shop," said Jordan Pickens, a Target employee.
The study proves good news for stores like Trader Joes as well as mass merchants like Target that appeal to all. But the question remains, how will grocery store chains adapt? Some big chains like Safeway are incorporating the needs of millennial into their future business plans.
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