That was the provocative title on a recent article in The Atlantic. Citing data from the Consumer Expenditure Survey, produced by the U. S. Bureau of Labor Statistics, the article stated that younger shoppers were “eating out at restaurants and bars, ordering it on their phones, or snagging groceries at convenience stores” rather than shopping at supermarkets.
But is this a trend among Millennials only? The article goes on to say that older generations are also diversifying their food shopping, and spending a lower share in supermarkets. Not only are they dining out more often, they’re also “dividing their grocery shopping among several stores, rather than relying on one supermarket.”
The article goes on: “In 2005, two-thirds of shoppers said that their local supermarket was their primary shopping destination… This year, fewer than half of shoppers do.”
Is the same thing happening in Canada?
Are there differences in shopping patterns between Millennials and Zoomers?
For answers, ZoomerU consulted the Vividata Q2 Readership and Product Database. The results were revealing:
By three important measures – shopping at grocery stores most often, frequency of shopping, and dollars spent per week – it’s overwhelmingly clear that Zoomers are the most important audience for supermarkets and food marketers generally. It makes sense, of course, to spend at least some marketing dollars to try to win the Millennials over. But if you have to make your numbers, the Zoomers are where to look.
That's how many Zoomers have an office in their home that's related to their own separate business (not to their employment). Zoomers account for over 60% of all Canadians who have a home office for their own business. Source: Vividata Winter 2019