Shopper Contentment Varies by Age Group at Supermarkets
In a recent study titled "U.S. Food Shopper Research 2025: The Supermarket Experience", The Feedback Group sheds light on the evolving preferences and behaviours of American grocery shoppers across generations.
The study found that supermarkets continue to be popular with older demographics, with the Silent Generation and Boomers accounting for a significant portion of shoppers. However, the appeal of supermarkets among younger generations, such as Gen Z, Millennials, and Gen X, has declined, with supermarkets moving from the second-most shopped channel in 2024 to near the bottom in 2025.
Stores perceived as responsive had significantly higher net promoter scores, indicating that attentive customer service plays a crucial role in customer loyalty and spending. In-store mobile use remains strong, with one-third of shoppers using phones for tasks such as finding specials and accessing loyalty programs.
Doug Madenberg, chief listening officer at The Feedback Group, stated that sensory experiences, pleasant interactions, personalized recognition, and perceived listening by supermarkets directly contribute to loyalty and higher spending. The study revealed that sensory elements such as pleasant aromas, enjoyable music, and food sampling can lead to increased spending, with shoppers who notice enticing food aromas spending 25% more, those who notice enjoyable music spending 35% more, and those who sample foods spending 67% more.
Interestingly, older shoppers and younger shoppers reported higher satisfaction compared to middle generations. Shoppers using cashier-assisted lanes reported higher satisfaction (4.45) compared to self-checkout users (4.29), indicating the continued value of human interaction. A positive interaction leads to higher overall shopper satisfaction and increased spending.
The study also found that food quality and cleanliness are the leading factors in supermarket performance ratings, while value for money earns the lowest score. Supermarket satisfaction remains high overall, with an average score of 4.39 on a five-point scale.
When expectations aren't met in terms of pricing, product availability, and variety, shoppers are less satisfied. Shoppers who couldn't find all the items they wanted rated their satisfaction lower (3.99) compared to those who were able to find everything (4.47). Digital circular use has increased, with 52% of shoppers now using a digital ad, up from 48% last year.
The full findings of the "U.S. Food Shopper Research 2025: The Supermarket Experience" report are available to retailers, wholesalers, and food industry stakeholders. The report likely details how Boomers, Gen X, Millennials, and Gen Z distinctively approach supermarkets versus other food retail types, covering factors such as format preferences, purchase drivers, and attitudes towards convenience, sustainability, and technology integration in shopping.
In addition to this study, broader research indicates that consumers across generations are increasingly valuing a blend of health, convenience, entertainment, and exploration in their food shopping experiences. Younger consumers often seek variety and experiences in their food shopping, showing openness to multiple retail formats beyond traditional supermarkets, such as online channels and specialty stores.
The Feedback Group recently released a separate study exploring shopper perceptions surrounding prices, inflation, and tariffs, and how these concerns are influencing consumer behaviour in supermarkets. As price changes and inflation remain major influences on food shopping behaviour, understanding these trends is crucial for retailers looking to adapt and cater to their customers' needs.
[1] Source: Food Marketing Institute and The Hartman Group, Power of Mealtime 2021 [2] Source: United States Department of Agriculture, Economic Research Service [3] Source: Nielsen, Global Consumer Confidence Index, 2021 Q1 Report
- As revealed in a separate study by The Feedback Group, price changes and inflation are influencing consumer behavior in supermarkets, indicating that shoppers across generations are increasingly concerned about value for money.
- In the sphere of food-and-drink retail, younger consumers are leaning towards a blend of health, convenience, entertainment, and exploration in their shopping experiences, showing openness to multiple retail formats beyond traditional supermarkets.
- The "U.S. Food Shopper Research 2025: The Supermarket Experience" report, available to retailers and food industry stakeholders, likely delves into the distinct approaches of Boomers, Gen X, Millennials, and Gen Z towards supermarkets, considering factors such as format preferences, purchase drivers, and attitudes towards technology integration and sustainability. Additionally, it might highlight the growing importance of product innovations and lifestyle choices in shaping consumer behavior, with home-and-garden products potentially playing a role in this context, as people increasingly seek holistic shopping experiences.
