Millennials, Gen Z, and Save-On-Foods

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Here are a few tips about sources, subject headings, and strategies that you may want to start with. Note that these tips are just a start: think broadly about the sort of information you need and about who might have that information (government/association/academic/news/etc.).

Miscellaneous resources

A. Passport will have many articles on Gen Y & Z shopping behaviours & expectations and on retail trends in general. For example, my first quick search of the database got me such reports and tables as:

  • Future of the Family: Generation Z as Homemakers
  • Generation Z: The Next Wave of Consumers
  • Grocery Retailers in Canada
  • The Race to Bring Groceries Online in the US
  • Store Visits: Examining Trends in the US Grocery Market
  • Consumer Lifestyles in Canada
  • In Fresh Produce, Heritage is the New Novelty
  • Fresh Food in the US
  • Shopping Reinvented
  • Tomorrow’s Big Spenders: The Global Student Market
  • The Expansion of AmazonFresh and the Prospects of Online Grocery by Country—The US

B. IBISWorld

Try searching for "food stores" to find such industry reports as...

  • Specialty Food Stores in the US
  • Supermarkets & Grocery Stores in the US
  • Specialty Food Stores in Canada
  • Supermarkets & Grocery Stores in Canada

C. Statista (key resource!) : Stats on (almost) anything, complete with preformatted charts. See this blog post for details.

  • Try searching for "millennials grocery," "Gen Z shopping," or "Overwaitea" to start. (Overwaitea Food Group owns Save-On-Food.) Be sure to look for a source link next to each barchart. If you're able to access the original source behind a given statistic (it's not always possible), that source may have other useful information to offer.

D. Statistics Canada & US Census Bureau

  • Also try Passport for very detailed demographic data (with forecasts) at a national/global level.

E. For some US consumer demographic/consumption data, try...

F. Ipsos includes many surveys done on food shopping and consumption -- and it often includes Detailed Tables,with demographic breakdowns of the answers to each question in the survey. On a quick look, I see information on Online Shopping and on Shifting Food and Beverage Consumption Habits Influenced by YEMMies - Young Educated Millennial Moms.

G. A few random articles & reports that came up in my initial searches...

  • Speaking of magazines aimed at those in the grocery business, check out Western Grocer

H I browsed the (U.S.) National Grocers Association site and came up with a few interesting resources:

I. See also my research guide on a related topic from a recent semester: Generation Z and Tinseltown Mall -- still more resources to explore!

Articles in journals, magazines, and newspapers

A. Try searching in Business Source Complete using various combinations of such Subjects as:

  • Generation Y
  • Generation Y consumers
  • Generation Z
  • Generations
  • Grocery industry
  • Supermarkets
  • Grocery shopping
  • Retail industry
  • Consumer behavior
  • Consumers' preferences
  • Marketing
  • Brand image
Try this initial (rough) search of Business Source Complete to get started.

B. For more of a Canadian perspective, try CBCA Complete and look for articles using the same terms (as keywords rather than subjects) that you used in Business Source Complete. Also try Canadian Newsstream for Canadian newspaper articles. (Remember that newspaper articles can be great ways to learn about key researchers and publications on a topic. Follow those leads!)

  • They quoted an expert: "Sylvian Charlebois, director for Agri-food Analytics Lab at Dalhousie University." A quick search gets me to that Lab's webpage where I find Media info, Research and Publications. After a bit more digging, I see that he has a blog at the Canadian Grocer site as well. (I can't promise there will be anything relevant for you there, but it's worth a look!)
  • And they mention a few things that other stores and service providers (Wal-Mart, Loblaws, Instacart, and most notably, Save-On Foods) are doing around online grocery shopping... more clues to follow up on!
  • They also mention that today's CBC story is part of series on the "changing business of shopping for food" called "Shop Talk." I did a quick bit of digging and found this other article from that series: Groceries going global as Canadian consumers crave more variety on their plates... and here's another one: this one on the market for meal kits.
  • I mentioned the industry magazine, Canadian Grocer, above. Sadly, that magazine is not free online and the publisher no longer allows its fulltext to appear in our databases. On the other hand, they still provide quite a bit of useful information at their site (separate from the published magazine). Check it out... industry sources are often among the most useful.


A. Start with some of the same terms you used in your Business Source Complete searches. In general, remember that you should think more broadly to find useful books. For example, books on the Generation Y/Z consumer behavior and the resulting marketing strategies may prove useful.


I'll use this space to list resources that don't quite fit into the categories above:

A. Deloitte Global Millennial Survey

<No further suggestions yet - but keep checking. Also, don't forget that this is your wiki: you are welcome to add any tips here whenever you'd like. --- MB>