Research reveals alterations in eating patterns render certain supermarket items less essential.
Certain commodities in the grocery store might see a significant decrease in relevance in the near future, as per a study. Modifying dietary preferences and the gradual passing away of individuals born before 1952, often referred to as the rebuilders, are contributing factors to this trend. This information is backed up in a report by GfK, which falls under YouGov's Consumer Panel Services.
Older consumers still favor products like animal fats such as lard, but this is scarcely purchased by younger generations. 41% of lard sales are made to rebuilders, more than 36% to baby boomers (57 to 71), and just under 17% to Generation X (42 to 56). Millennials (27 to 41) make up 6% of sales, with the even younger iBrains (12 to 26) representing less than 1%. Due to the rising trend of plant-based diets and the age of the associated consumer base, lard is predicted to continue losing significance, according to Robert Kecskes, a trade expert and study author.
In 2024, rebuilders accounted for 14% of the market for daily necessities, while millennials and iBrains together made up 29%. They are more likely to opt for plant-based alternatives for milk, milk drinks, cream, yogurt, quark, and desserts. Consumers under 42 make up almost half of the sales for these products, while baby boomers account for only 6%.
Products like condensed milk and coffee cream, as well as coffee filter bags, might struggle in the future. Two-thirds of sales come from rebuilders and baby boomers, but only about 10% come from millennials and iBrains. Filter coffee is less frequently brewed in younger households, and sauerkraut and red cabbage cans are also less popular. Only slightly more than 15% of revenue for these products comes from millennials and iBrains.
According to Kecskes, these foods might "risk turning into outdated versions of our grandparents' culinary tradition." With the decrease in the rebuilders' market share, it can be expected that certain categories and brands will remain under pressure in the coming years.
The findings of the study suggest that the decline in relevance of certain grocery store commodities is tied to changing dietary preferences and demographic shifts. The study further predicts that lard, condensed milk, coffee cream, and coffee filter bags may "risk turning into outdated versions of our grandparents' culinary tradition" due to decreasing demand from younger generations.
