Survey: Preference for supermarkets highest among boomers, silent generation
Grocery store preference drastically varies by age, with older consumers opting for supermarkets and younger consumers favoring discount chains.
That’s according to a new report from The Feedback Group, which revealed that baby boomers (28%) and those in the silent generation (31%) reported shopping at supermarkets most recently, while only 8% of Gen Z, 11% of millennials and 14% of Gen X reported the same.
Lower-cost retailers Walmart and Aldi are the favorites among consumers under 60 years old. Gen Z consumers reported shopping at Walmart (22%), Aldi (22%) and club stores (22%) most recently at the same rate, while millennials most recently visited Walmart (25%), followed by Aldi (20%) and club stores (17%). Gen X respondents said Walmart (28%) was their most recently visited store as well, followed by dollar stores (16%) and Aldi (15%).
"A generational reshuffling is underway, with younger shoppers gravitating more toward other food formats, leaving supermarkets to re-evaluate how they engage this critical audience to remain relevant," said Brian Numainville, principal at The Feedback Group.
The Feedback Group’s survey found that supermarket satisfaction remains high overall (4.39 on a 5-point scale), with older shoppers and younger shoppers rating satisfaction more favorably than middle generations. Shoppers using cashier-assisted lanes reported higher satisfaction (4.45) compared to self-checkout users (4.29), emphasizing the continued value of human interaction.
Food quality (4.48) and cleanliness (4.47) led supermarket performance ratings, while value for money (4.19) received the lowest score. Shoppers who were unable to find all intended items rated their satisfaction significantly lower (3.99) than those who found everything (4.47).
[READ MORE: Grocery spending remains steady, consumers to cut back elsewhere]
Sensory elements like pleasant aromas, enjoyable music and food sampling correlated with increased spending, according to the survey. Shoppers who notice food aromas spend 25% more, those who notice enjoyable music spend 35% more, while those who try samples spend 67% more.
Grocery shoppers are shifting towards digital as well. Digital circular use again surpasses print, with more than half (52%) of shoppers now using a digital ad, up from 48% in 2024. In-store mobile use remains strong, as one-third of shoppers reported using phones for tasks like finding specials and accessing loyalty programs. However, only 25% of shoppers are connected to their primary supermarket on any social media platform.
"Our research makes it clear that sensory experiences, pleasant interactions, personalized recognition, and perceived listening by supermarkets directly contribute to loyalty and higher spending," said Doug Madenberg, chief listening officer at The Feedback Group. "Retailers that close this gap will build stronger relationships and drive greater performance.”
The Feedback Group’s national study is based on a survey of 1,100 grocery shoppers.
