How Changing Demographics Will Affect America’s Grocery Stores

Posted on July 11, 2012


A big demographic shift is coming in America, and retailers are preparing themselves.  As the millennial generation increases and the baby-boomers’ numbers shrink, business firms Jeffries and AlixPartners have studied how these demographic shifts will affect food shopping habits.  As a publisher of demographic maps, MarketMAPS takes a look at what these business firms have to say about shifting demographics and shopping habits. 


According to Ned Smith’s article in BusinessNewsDaily, “There’s a major demographic shift under way that seems certain to change the wayAmericashops for food.”  The confluence of changing demographics, economic factors and customer preferences has the potential to create a long-term disruption across the food-industry value chain, according to a joint study by Jeffries, a global investment bank, and AlixPartners, a global business advisory firm. The study was supplemented by a survey of 2,000 adult grocery shoppers. The results could spell trouble for aisle 5 — traditional center-of-the-supermarket purchases.

“The study found that millennials have strikingly different attitudes toward consumption than their parents and grandparents, which will put great pressure on the model of homogeneous brands provided by traditional grocery stores.”

“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. The emphasis on convenience represents a dramatic shift from baby boomers’ priorities, and it also presents big challenges — and opportunities — for companies in the food industry,” said David Garfield, managing director at AlixPartners.

Overall, the study sees a more demanding environment across the food industry value chain. For food companies, there will be greater pressure to deliver more for less — fresher, higher-quality products, with more choices and more convenience in a shopping environment where consumers are becoming less brand-loyal and more inclined to shop across channels.

Changing demographics in Americawill have a huge impact on businesses in almost every industry.  Luckily, there are ways for businesses to keep up with demographic trends.  MarketMAPS, a leading provider of demographic maps, uses the most accurate and up-to-date data to create business maps to help its clients profile customers, evaluate business sites, target direct mail, and more.  We can help you identify where your customers are located and help you base your marketing and direct mailing campaigns on accurate demographics.  With over 25 years of experience publishing business maps, MarketMAPS has the resources and knowledge to help your company utilize demographic data for your benefit.

Contact MarketMAPS today and discover how our demographic maps can help your business identify and stay in touch with your customers.

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