- Research indicates potential scarcity of these culinary items in the near future.
Certain commodities in supermarkets might lose their importance in the upcoming years, suggests a study by GfK, a market research organization controlled by YouGov. The study points towards shifting dietary habits and the dwindling population of the 'Baby Boomers' born prior to 1952 as catalysts for this shift.
For example, animal fats like lard, which have a significant appeal among the elderly, are seldom bought by the younger population. The 'Baby Boomers' (aged 57 to 71) and the 'Reconstruction Generation' (born before 1952) make up over 77% of lard sales, while Millennials (aged 27 to 41) and Generation Z (aged 12 to 26) contribute merely 6%. According to retail expert Robert Kecskes, who authored the study, lard's significance is bound to decrease due to the rising trend of vegetarian diets and an aging consumer base.
In 2024, the 'Reconstruction Generation' represented 14% of daily essential goods sales. Meanwhile, Millennials and Generation Z jointly accounted for 29%, showing a preference for plant-based alternatives for goods such as milk, yogurt, and desserts. Those under 42 years old account for almost half of these products’ sales, while Baby Boomers contribute only 6%.
Commodities like condensed milk, coffee creamer, and coffee filters might also encounter obstacles. The 'Reconstruction Generation' and Baby Boomers account for two-thirds of their sales, while Millennials and Generation Z account for merely around 10%. The study also revealed that younger households are less likely to use filter coffee. Similarly, sales of sauerkraut and red cabbage preservatives are primarily driven by older generations, with only about 15% of sales coming from Millennials and Generation Z.
Kecskes voiced concerns that these foods could transform into "culinary antiques from our grandparents’ era," as the share of the 'Reconstruction Generation' decreases. This could augment the stress on certain product categories and brands in the forthcoming years.
In the future, retail trade of condensed milk, coffee creamer, and coffee filters might face challenges, as the 'Reconstruction Generation' and Baby Boomers make up majority of their sales, while Millennials and Generation Z contribute less. The study predicts that the Retail trade of plant-based alternatives for goods like milk, yogurt, and desserts will increase, as Millennials and Generation Z account for nearly half of their sales.
