Supermarkets have spent decades catering to the needs and wants of baby boomers, and now the millennial generation is disappointed with what they're finding at traditional grocery stores, and are shopping elsewhere in greater numbers.
In fact, a new market research report called Trouble in Aisle 5 reports that millennials buy only 41 percent of their food at traditional grocery stores, compared to the boomers' 50 percent.
Instead of buying the same brands from the same store every week like their baby boomer parents or grandparents, millennials, or those born between 1982 and 2001, value convenience and freshness over brand or store loyalty, the report says.
The study, a survey of 2,000 adult grocery shoppers in the U.S., was conducted by Jefferies, a global investment bank, and AlixPartners, a business advisory firm.
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