Age-Related Differences in Supermarket Satisfaction
A significant change in food shopping trends has emerged, with traditional supermarkets losing popularity among younger generations. According to a study by The Feedback Group, supermarkets have moved from being the second-most shopped channel in 2024 to near the bottom in 2025 among Millennials and Gen X.
The decline in supermarket patronage is primarily driven by the shift towards value shopping amid inflation and life stage priorities. Younger consumers, such as Gen Z and millennials, are increasingly opting for value-tier retailers like Walmart, ALDI, dollar stores, and club stores due to financial pressures from expenses like housing, vehicles, and insurance.
The changing shopping habits and preferences of younger consumers are also influencing this trend. They are drawn to store formats that better fit their budgets and lifestyles, including the convenience and price advantages of club stores and dollar stores.
Moreover, Gen Z values immersive in-store experiences and tech integration, such as retail apps and mobile payments, but they also strongly prioritize sustainability and value-based purchasing. These factors significantly impact store choice.
In contrast, older generations like Boomers still prefer supermarkets for food shopping.
The study also reveals that digital circular usage has increased, with 52% of shoppers now using a digital ad, up from 48% last year. Supermarket satisfaction overall remains high, with older shoppers and younger shoppers reporting higher satisfaction than middle generations. However, value for money earns the lowest score among supermarket performance factors.
In-store mobile use remains strong, with one-third of shoppers using phones for tasks like finding specials and accessing loyalty programs. Cashier-assisted lanes lead to higher supermarket satisfaction compared to self-checkout users, indicating the continued value of human interaction.
Food quality and cleanliness are the top factors contributing to supermarket performance ratings. When shoppers cannot find all the items they want, their satisfaction significantly decreases.
45% of shoppers believe their supermarket seeks feedback, while 59% believe their store values them personally as customers. Doug Madenberg, chief listening officer at The Feedback Group, stated that sensory experiences, pleasant interactions, personalized recognition, and perceived listening by supermarkets contribute to loyalty and higher spending.
A positive interaction leads to higher overall shopper satisfaction and increased spending. Stores perceived as responsive had significantly higher net promoter scores.
The study also found that only 25% of shoppers are connected to their primary supermarket on any social media platform, identified as an opportunity, particularly among younger consumers. Sensory elements such as pleasant aromas, enjoyable music, and food sampling can lead to increased spending. Shoppers who notice enticing food aromas spend 25% more, those who notice enjoyable music spend 35% more, and those who sample foods spend 67% more.
Last month, The Feedback Group issued a study exploring shopper perceptions surrounding prices, inflation, and tariffs, and how these concerns are influencing consumer behavior in supermarkets. The findings suggest that supermarkets need to rethink their strategies to engage younger shoppers effectively.
[1] The Feedback Group: U.S. Food Shopper Research 2025: The Supermarket Experience [2] Progressive Grocer: KeHE Distributors shares key takeaways from industry show [3] The Feedback Group: Study on shopper perceptions surrounding prices, inflation, and tariffs [4] The Feedback Group: Study on sensory experiences and their impact on spending [5] The Feedback Group: The role of personalized recognition and perceived listening in shopper loyalty
- As consumers shift towards value shopping and lifestyle preferences, product innovations in the home-and-garden, shopping, and food sectors could cater to the budget-consciousness and immersive experiences that Gen Z and millennials are seeking, potentially reversing the decline of traditional supermarkets.
- With Gen Z placing high emphasis on sustainability and value-based purchasing, as well as tech integration, home-and-garden retailers and brands might find success by incorporating eco-friendly materials, retail apps, and mobile payments into their offerings, capturing the attention of a valuable demographic and driving sales growth.
