In a 2023 survey of U.S. shoppers, ** percent of respondents who identified themselves as primary shoppers in their household were millennials, while ** percent belonged to the silent generation. As for those who identified themselves as secondary shoppers, i.e., those who did the minority of the household shopping, most belonged to the older or very young generations.
Self shoppers relates to those individuals living alone and who are responsible just for themselves. Primary shopper relates to households that have a person that does the majority of household grocery shopping. Shared/Secondary shopper to households that equally split grocery shopping or which have a person who does the minority of household grocery shopping.
Gen Z: ages 18-25.
Millennial: ages 26-41.
Gen X: ages 42-57.
Boomer: ages 58-76.
Silent/Mature: ages 77+.
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FMI. (April 17, 2023). Co-shopping split of groceries in multi-person households in in the United States in 2023, by generation [Graph]. In Statista. Retrieved July 11, 2025, from https://www.statista.com/statistics/1351874/us-grocery-shopping-responsibility-share-by-generation/
FMI. "Co-shopping split of groceries in multi-person households in in the United States in 2023, by generation." Chart. April 17, 2023. Statista. Accessed July 11, 2025. https://www.statista.com/statistics/1351874/us-grocery-shopping-responsibility-share-by-generation/
FMI. (2023). Co-shopping split of groceries in multi-person households in in the United States in 2023, by generation. Statista. Statista Inc.. Accessed: July 11, 2025. https://www.statista.com/statistics/1351874/us-grocery-shopping-responsibility-share-by-generation/
FMI. "Co-shopping Split of Groceries in Multi-person Households in in The United States in 2023, by Generation." Statista, Statista Inc., 17 Apr 2023, https://www.statista.com/statistics/1351874/us-grocery-shopping-responsibility-share-by-generation/
FMI, Co-shopping split of groceries in multi-person households in in the United States in 2023, by generation Statista, https://www.statista.com/statistics/1351874/us-grocery-shopping-responsibility-share-by-generation/ (last visited July 11, 2025)
Co-shopping split of groceries in multi-person households in in the United States in 2023, by generation [Graph], FMI, April 17, 2023. [Online]. Available: https://www.statista.com/statistics/1351874/us-grocery-shopping-responsibility-share-by-generation/
