Generational Shift: Younger Grocery Shoppers Flock to Discount Retailers While Boomers Stick to Traditional Supermarkets
New research reveals changing shopping habits across generations, with digital ads, mobile tools, and social media emerging as key touchpoints for grocers to stay relevant.
According to a new report from The Feedback Group, grocery shoppers from Generation Z, Millennials, and Generation X are gravitating toward discount-driven formats such as Walmart, Aldi, dollar stores, and club stores. In contrast, Baby Boomers and the Silent Generation remain more loyal to traditional supermarkets.
The study, based on a survey of 1,100 grocery shoppers, highlights a sharp decline in supermarket popularity among Millennials and Gen X. While these groups still ranked traditional grocers as their second favorite format in 2024, by 2025 supermarkets had dropped to the bottom of their list.
In conversations with executives at the Hispanic Retail Chamber of Commerce (HRCOC), leaders confirmed the trend and noted that they are already working with partner supermarkets to address the shift. “The real issue is not product quality, but how to better communicate the value of their food lines, increasingly tied to digital-driven services,” one HRCOC board member said off record. 
The report underscores that digital advertising continues to outperform traditional print circulars, with 52% of shoppers relying on virtual ads compared to 48% who still consult print flyers. Roughly one-third of respondents said they use smartphones to track deals and navigate stores, while 88% are active on social media—yet only 25% are currently connected to a grocer through those channels.
Despite the shift, overall supermarket satisfaction remains high, with an average rating of 4.39 out of 5. Shoppers still prefer staffed checkout lanes (4.45) over self-checkout (4.29), while food quality (4.48), cleanliness (4.47), and value for money (4.19) continue to score strongly. However, satisfaction dips sharply (3.99) when shoppers cannot find the products they are looking for.
Environmental factors such as pleasant scents, music, and free samples also play a measurable role in boosting sales. According to the report, appealing aromas can lift sales by 25%, while enjoyable music and product sampling can increase shopper spending by 35% and 67%, respectively.
“The generational realignment is forcing supermarkets to rethink how they connect with younger shoppers,” HRCOC directors emphasized. “Leveraging digital engagement, mobile tools, and social media is now key to ensuring supermarkets remain relevant in the years ahead.”
