By the early 2030s, the population of millennials in the United States is expected to peak at 75 million. At the same time, the income of Generation Z will have surpassed that of millennials. With that date rapidly approaching, now is the time for food retailers to begin preparing for those significant demographic changes, as well as for the shifting purchasing habits that accompany both age groups.

According to new research from Kroger’s 84.51˚ retail data science, insights and media arm, that involves not only understanding upcoming demographic changes in the US population but also how Gen Z and millennial shoppers approach food, grocery shopping and the grocery shopping experience.

The shifting role of food for younger generations

“One thing we are seeing is the increasing roles that food plays in people’s lives,” said Maria Arand, director of customer strategy for 84.51˚. “If you go back several generations, you’ll see that customers are used to thinking of food as sustenance and for nutrition but what we’re seeing with millennials and Gen Z, as well, is this increasing reliance on food. Food is increasingly viewed as meeting not just that basic sustenance need but truly as medicine in solving health concerns – even beyond issues like diabetes or heart disease that we usually associate with food with to issues such as mental illness.”

In addition to the health aspect, millennials and Gen Zers view food as having a deep connection with their community and relating to everything from environmental issues to social justice while also connecting it to family and events, Arand said.

“Food is servicing all of these roles,” Arand said. “It looks a little different for everyone but we’re seeing that consistently increase.”

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