It used to be when you wanted to go grocery shopping, you went to the grocery store. Not anymore.
With so many more stores selling groceries now, shoppers’ habits are changing – and traditional grocery stores are no longer the traditional choice for most.
The Feedback Group discovered a notable generational shift among grocery shoppers, in a survey conducted for its newest report, “U.S. Food Shopper Research 2025: The Supermarket Experience.” While older shoppers are happy with their usual, traditional grocery store, younger shoppers increasingly are getting their groceries somewhere else.
When asked the types of stores they’ve most recently shopped for groceries, more than a quarter of Boomers named traditional supermarkets, slightly ahead of Walmart. More than a third of Silent Generation shoppers aged 79 and above named supermarkets, with Walmart also close behind. Club stores and dollar stores were at the bottom of their lists.
Among younger shoppers, though, those preferences were almost completely reversed. Only 8% of Gen Z shoppers frequent traditional supermarkets, with most of the rest almost equally dividing their grocery shopping among Walmart, ALDI and club stores. Among millennials and Gen X shoppers, supermarkets were the second-most shopped grocery format just one year ago. This year, they fell to dead last among millennials and second-to-last among Gen X shoppers, both of whom now prefer Walmart.
“A generational reshuffling is underway, with younger shoppers gravitating more toward other food formats,” Brian Numainville, Principal at The Feedback Group, observed. Supermarkets can sit back and accept their slide into apparent irrelevancy, or they can “reevaluate how they engage this critical audience to remain relevant,” Numainville suggested.
When asked to rate their satisfaction with their primary grocery stores by specific attribute, stores scored best in quality and cleanliness. Value for money spent was at the bottom of the list. And when asked to rate specific store departments, like produce, meat, deli and the center store aisles, in most cases shoppers were least satisfied by the prices, more so than product availability, variety and quality.
This concern over prices has more shoppers seeking out savings. More than a third of shoppers say they typically use their mobile phone while shopping, mostly to seek out coupons and deals. A majority of shoppers are also consulting the store’s sales circular, though paper circular use has declined to 43% of all shoppers, while digital circular use is up to 52%, an eight-point increase over just two years.
This search for savings tends to extend beyond any one store. While older shoppers are most likely to stick with their primary grocery store, younger shoppers are adding more stores to their repertoire. Overall, 53% of all shoppers say they frequent at least three stores for all of their grocery needs. Only 14% rely on just one store, while 6% of the biggest store-hoppers frequent five or more.
Aside from lowering their prices and offering more deals for these price-sensitive shoppers, what can traditional supermarkets do to retain and win back customers? The Feedback Group’s findings show that shoppers want to feel valued.
“Our research makes it clear that sensory experiences, pleasant interactions, personalized recognition, and perceived listening by supermarkets directly contribute to loyalty and higher spending,” Doug Madenberg, Chief Listening Officer at The Feedback Group, explained. “Retailers that close this gap will build stronger relationships and drive greater performance.”
Everyone likes getting a good deal, while most shoppers appreciate stores that value their business. And unless supermarkets can reengage them, younger shoppers may become a lost cause, as they look to find values – and be valued – somewhere else.
Image source: adamdachis 
