American grocers’ consumer base is evolving – rather significantly. New research by retail data company 84.51° highlighted a few of the noteworthy consumer shifts that have only just begun to take root.

“Over the next decade, the diversification of consumer wealth, ethnicity, family dynamics, and many more factors will have a substantial effect on the wants and needs of the average shopper,” 84.51° noted in a recent report.

“Projected demographic shifts and grocery purchase signals provide a starting point to help brands maintain relevance.”

The Future of Grocery Shopping

According to 84.51°, the grocery shopper of tomorrow will be:

• Older: People aged 65 or over are expected to outnumber children under the age of 18 by 2034.

• More diverse: The number of Caucasian Americans will shrink (-7%) over the next decade, as the number of Asians (+13%) and Hispanics (+12%) rises significantly.

• Facing an economic divergence: Income inequality is expected to widen.

• From a non-traditional household: Single-person and multigenerational households are expected to grow in the foreseeable future.

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