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US: Millennials devote higher budget share to prepared foodsMillennials are now the largest living generation—surpassing Baby Boomers—in the United States. Their large collective buying power is only expected to expand as their earnings increase as they age. Food retailers, for example, increasingly respond to preferences for grocery store foods that are ready-to-eat or just need to be heated before consuming—preferences that Millennials clearly display.
A recent ERS study found that across almost all income ranges, Millennials assigned more of their food-at-home budgets to prepared foods, such as canned soup or deli rotisserie chicken, when compared to older generations. With the exception of households with incomes of $20,000 to $28,332 per household member, the share of food-at-home expenditures devoted to prepared foods stayed relatively constant for Millennial-headed households at 7.5 to 8 percent.
In contrast, Traditionalists, the oldest generation represented, generally allocated the least amount of their food budgets to prepared foods, with a small decline in the share for households with higher per capita incomes.
This chart appears in "Millennials Devote Larger Shares of Their Grocery Spending to Prepared Foods, Pasta, and Sugar and Sweets Than Other Generations," in the December 2017 issue of ERS’s Amber Waves magazine.
Publication date: 2/7/2018
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