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The Prolific Gen X Grocery Shopper
Time-Strapped Culinary Traditionalists
Forever Fuel
Gen Xers globally have higher-than-average household incomes and a combined spending power of $2.4tn (Pew Research, 2023). As carers for younger and older family members, these prolific grocery shoppers are largely responsible for their household food budget. Motivated by convenience, value and quality, Gen Xers will shop in-store or online depending on mood, occasion and promotional offers.
Gen Xers globally have higher-than-average household incomes and a combined spending power of $2.4tn (Pew Research, 2023). As carers for younger and older family members, these prolific grocery shoppers are largely responsible for their household food budget. Motivated by convenience, value and quality, Gen Xers will shop in-store or online depending on mood, occasion and promotional offers.
Summary
The Prolific Gen X Grocery Shopper | Gen Xers globally have higher-than-average household incomes and a combined spending power of $2.4tn (Pew Research, 2023). As carers for younger and older family members, these prolific grocery shoppers are largely responsible for their household food budget. Motivated by convenience, value and quality, Gen Xers will shop in-store or online depending on mood, occasion and promotional offers. |
Time-Strapped Culinary Traditionalists | Gen Xers’ caregiving responsibilities often include meal preparation. However, with time in short supply, this group favours meal hacks as well as comforting and classic fare. From a flavour perspective, Gen Xers don’t harbour the “wildly adventurous” palates of their Gen Z and millennial youngers, but they will stretch beyond their culinary comfort zones if the occasion warrants it. |
Forever Fuel | Aligning with consumer interest in longevity, Gen Xers are pursuing healthspans over lifespans via thoughtful nutrition. As their bodies show signs of ageing, they’re drawn to products that boost physical wellbeing and ward off future illnesses. Furthermore, age-specific concerns, such as weight management, protein intake and the menopause, spin into sharper focus. |
Gen X Food + Drink Trends: 24/25
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Want to see the full report?
Offering access to over 350 consumer and cross-industry reports annually, Stylus Membership is your window to tomorrow’s most exciting opportunities.
We already arm more than 500 of the world’s most forward-thinking brands and agencies with the creative insights they need to make transformative business decisions.
We’d love to do the same for you.
Book a demo with us today to discover more.