Our Millennial Grocery Shopper demographic refers to millennial consumers shopping at Whole Foods’ top competitors, like Safeway, Kroger and Trader Joe’s. We’ve excluded Whole Food Market fans in order to better highlight the differences between Whole Food’s current fans and the consumers buying the competition.

1. MILLENNIAL
GROCERY SHOPPERS
• • •
• • •

2. MILLENNIAL
GROCERY
SHOPPERS
QUICK DEFINITION:
Millennial Grocery Shoppers
Our Millennial Grocery Shopper demographic refers to
millennial consumers shopping at Whole Foods’ top
competitors, like Safeway, Kroger and Trader Joe’s.
We’ve excluded Whole Food Market fans in order to better
highlight the differences between Whole Food’s current
fans and the consumers buying the competition.
30%
60%
0
90%
13-17
• • •
•••
18-24 25-34 35-44 45-54 55-64
67%
FEMALE
42%
MARRIED
62%
WITH
CHILDREN
BEAUTY &
WELLNESS
168.3
FOODIES
167.9
HEALTH
CONSCIOUS
144.4
HOME
DECORATORS
& DIYs
143.7

3. MILLENNIAL GROCERY SHOPPERS:
BEAUTY & WELLNESS
COSMETICS
CONNOISSEURS
184.0
ACTIVE & FIT
169.2
BEAUTY & WELLNESS
AWARE
168.3
CLICK HERE TO SEE
TOP BEAUTY BRANDS
SKIN
CARE
170.1

4. MILLENNIAL GROCERY SHOPPERS:
FOOD
CLICK HERE TO SEE
THEIR FOOD BRANDS
FRUIT &
VEGETABLES
FOODIES
167.9
POPULARITY
CLICK HERE TO SEE
THEIR FAVORITE RETAIL STORES
THOUGHTFUL
EATERS
181.5POPULARITY
176.0POPULARITY

5. MILLENNIAL GROCERY SHOPPERS:
HOME & GARDEN
HOME DECORATORS
& DIYs
157.9
POPULARITY
HOME & LEISURE
CHANNELS
128.5
POPULARITY
HOME &
GARDEN MAGAZINES
122.7
POPULARITY
CLICK HERE TO SEE
THEIR FAVORITE HOME & LEISURE
CHANNELS

6. MILLENNIAL GROCERY SHOPPERS:
WEB & MOBILE
FOOD & DRINK
151.5
HEALTH & FITNESS
141.7
TOP APPS
CLICK HERE TO SEE
THEIR FAVORITE APPS
DAILY DEAL WEBSITES
158.1
KIDS
147.6
TOP WEBSITES
CLICK HERE TO SEE
THEIR FAVORITE WEBSITES

7. CONSUMER
INSIGHTS SUITE
TRY NOW FOR FREE >
Get more information on this topic
See how it works hands-on!