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Food Purchase Decisions of Millennial Households Compared to Other Generations

Author

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  • Kuhns, Annemarie
  • Saksena, Michelle

Abstract

Do the purchasing decisions of Millennial households, headed by those born after 1980, differ significantly from the rest of the population? This report uses Information Resources, Inc.’s Consumer Network dataset to investigate how Millennial households allocate their food-at-home budget, breaking monthly purchases out by food category. Evidence shows that Millennials exhibit a higher preference for convenience than do other generational cohorts when making food-at-home purchases, with the largest budget shares going to food categories dominated by ready-to-eat foods. Additionally, Millennials spend less money, overall, on food at home and make fewer trips to the grocery store. These findings differ slightly for low-income Millennials and for Millennials who were of working age during the Great Recession (December 2007-June 2009). This latter group demonstrates whether the recession may have fundamentally altered Millennial shopping behavior through its negative impact on employment and earnings.

Suggested Citation

  • Kuhns, Annemarie & Saksena, Michelle, 2017. "Food Purchase Decisions of Millennial Households Compared to Other Generations," Economic Information Bulletin 291931, United States Department of Agriculture, Economic Research Service.
    • Handle: RePEc:ags:uersib:291931
    DOI: 10.22004/ag.econ.291931
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    File URL: https://ageconsearch.umn.edu/record/291931/files/eib-186.pdf
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    Citations

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    Cited by:

    1. Andrée Marie López-Fernández, 2020. "Price sensitivity versus ethical consumption: a study of Millennial utilitarian consumer behavior," Journal of Marketing Analytics, Palgrave Macmillan, vol. 8(2), pages 57-68, June.
    2. Perry, Agnieszka Dobrowolska & Brown, Scott, 2021. "Does Dairy and Meat Demand Change over Time? Comparison of Aids Demand System from Two Time Periods," 2021 Conference, August 17-31, 2021, Virtual 315921, International Association of Agricultural Economists.
    3. Stewart, Hayden & Kuchler, Fred & Dong, Diansheng & Cessna, Jerry, 2021. "Examining the Decline in U.S. Per Capita Consumption of Fluid Cow’s Milk, 2003–18," Economic Research Report 327183, United States Department of Agriculture, Economic Research Service.
    4. Hayden Stewart & Fred Kuchler & William Hahn, 2021. "Is competition among soft drinks, juices, and other major beverage categories responsible for reducing Americans' milk consumption?," Agribusiness, John Wiley & Sons, Ltd., vol. 37(4), pages 731-748, October.
    5. Andrée Marie López-Fernández, 0. "Price sensitivity versus ethical consumption: a study of Millennial utilitarian consumer behavior," Journal of Marketing Analytics, Palgrave Macmillan, vol. 0, pages 1-12.
    6. Stewart, Hayden & Kuchler, Fred & Dong, Diansheng & Cessna, Jerry, 2021. "Examining the Decline in U.S. Per Capita Consumption of Fluid Cow’s Milk, 2003–18," USDA Miscellaneous 316500, United States Department of Agriculture.
    7. Riccardo Testa & Giuseppina Rizzo & Giorgio Schifani & Ilenia Tinebra & Vittorio Farina & Francesco Vella & Giuseppina Migliore, 2023. "Can Dried Fruits Replace Unhealthy Snacking among Millennials? An Empirical Study on Dried Fruit Consumption in Italy," Sustainability, MDPI, vol. 15(9), pages 1-15, April.
    8. Carlson, Andrea & Greene, Catherine & Raszap Skorbiansky, Sharon & Hitaj, Claudia & Ha, Kim & Cavigelli, Michel & Ferrier, Peyton & McBride, William, 2023. "U.S. Organic Production, Markets, Consumers, and Policy, 2000-21," USDA Miscellaneous 333551, United States Department of Agriculture.

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