Food Shopping in America, a new study by MSLGROUP and The Hartman Group, reveals evolving consumer behaviors when it comes to grocery shopping. In particular, the study shows the unique ways Millennials shop for food. We hope you enjoy reading it and invite you to share your feedback and tips with us on Twitter @msl_group.

1. What
Millennials
Want
THE MILLENNIAL
SHOPPER
in America
For more information on the study and to
understand how these insights can translate into
actionable solutions for your brand, contact:
Steve Bryant
Director, Food & Beverage
steve.bryant@mslgroup.com | 206.270.4664
F O O D S H O P P E R S
Food Shopping in America, a new study by
MSLGROUP and The Hartman Group, reveals evolving
consumer behaviors when it comes to grocery shopping.
In particular, the study shows the unique ways
Millennials shop for food.
SAVINGS
Where
Millennials
Shop for Food
CONVENIENCE
PREPARED
FOODS
ORGANICS
GROCERY
STORE
MASS/SUPER
STORE
CLUB
CONVENIENCE SPECIALTY/
NATURAL
69% 63% 25%
23% 22%
How to
Reach
Millennials
Enter
70%
70% of Millennials use their mobile device while shopping
Millennials value personal recommendations and
reviews when making purchase decisions
Consult a shopping list
stored online or on
their phone
Search for a coupon
Call, text or email
another member of
their household
Search for a recipe
33%
21%
20%
24%
Rely on recommendations
from friends/family
11%
Look to product reviews
before purchasing
38%
Product Name
CEREAL
Food Grade
A
Gen X
$62,500
Boomers
$72,500
Millennial
$37,500
Median
Household
Income