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Millennials Drive the Rising Grocerant Trend

July 7, 2016

High quality, fresh food options are attracting Millennials to the new grocerant concept.

Recent research from The NPD Group has revealed that supermarkets have found a new way to attract Millennial consumers, and it is through raising the bar on their foodservice offerings. Supermarkets offering restaurant-quality and fresh food, chef-driven menus in-store have given rise to the Grocerant, and this has inspired Millennials to visit and spend, according to the recently released NPD report, A Generational Study: The Evolution of Eating.

In-store dining and take-out of prepared foods from grocers has grown nearly 30% since 2008, and accounted for 2.4 billion foodservice visits and $10 billion of consumer spending in 2015, based on NPD’s ongoing foodservice market research. Over 40% of the U.S. population purchases prepared foods from grocery stores, and while Millennials use grocery stores less than other generational groups, retail foodservice is gaining traction with them, according to the NPD study, which examines how eating behaviors of key generations are set to change as they move through life stages that examines the influence of age, generation, life stage and values on current and future eating behaviors.

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