Welcome to Shopper Talk, a blog series that spotlights people like you and me who make decisions every day about where to spend their money.
Millennials and shopping habits
For our first profile, I was excited to talk to Ryan, a millennial and the primary shopper in his household. His insights offer a unique perspective on:
- The grocery shopping behavior & preferences of modern professionals
- The importance of high-quality produce and efficient shopping to household cooks
- The unique perspectives of men who grocery shop for their families
- How much Millennials value product availability because they care about shopping convenience so much that they’re willing to pay more
Speaking of Millennials, did you know Millennials spend 2.49% more on retail items than the average consumer because convenience is their #1 priority?
Meet Ryan - A Tech Worker, Husband, and Cook who exemplifies Millennial Behavior when it comes to shopping.
Ryan, who calls Columbus, Ohio home alongside his wife of three years, holds a degree in Logistics, Materials, and Supply Management from Miami University. Since graduating in 2012, he’s worked in software sales. Passionate about cooking and entertaining, Ryan loves hosting friends and family for meals and is a dedicated Cleveland Browns football fan and golfer.
This discussion is lightly edited for clarity. It illuminates evolving consumer preferences – particularly for easy access to desired products and shopping convenience.
Who does the grocery shopping in your household?
I primarily handle the grocery shopping for our my wife and I. As the one who cooks, I prefer to choose the groceries myself. My job in software sales allows me to work from home, which gives me the flexibility to shop during the week and makes thing easier for my wife. She works in an office and has a longer commute.
There’s also the fact that, while I value getting what we need quickly, my wife enjoys a more leisurely approach when she does go shopping. Although we enjoy many activities together, shopping for groceries alone might just be the secret to a happier marriage.
Where do you grocery shop, and why?
For me, the grocery shopping experience primarily revolves around comfort. I frequently shop at Giant Eagle, which is conveniently two minutes from my house. My loyalty is also greatly influenced by how familiar I am with the store's layout. It’s disorienting when I visit a similar store with a completely different layout. At my regular Giant Eagle, I know exactly where everything is.
A unique feature of my Giant Eagle store is a bar where I can get a beer or glass of wine while I shop – especially helpful when I’m ticking off any unusual items from the shopping list that my wife may include.
Sometimes, I need to go to other stores for special items, and when I do, product availability matters to me more than anything. One such store, Littleton’s, recently opened nearby. It’s ideal for dinner parties or holidays when I need something special, like a tenderloin or unique seafood. I also make trips to Costco part of my routine, usually once or twice a month, mainly to buy bulk items like paper towels and toilet paper.
Occasionally, we use HelloFresh, which is a nice change because it simplifies meal planning and introduces variety into our cooking. That being said, I like to be creative with our meals, often improvising as I go, a trait I inherited from my mother. Despite the growing trend, I rarely use online shopping or personal shopper services. I prefer the experience of walking around the store, observing product availability firsthand, and getting inspired for our meals on the spot.
How much does product availability impact your shopping experience?
Recently, I was making Italian beef, and giardiniera is a key ingredient for that dish. I visited my local Giant Eagle Market District to buy giardiniera, expecting to find it near the olives. However, they were completely out, which was quite frustrating. Giardiniera isn't very popular in Central Ohio, unlike in Chicago where it's readily available in many varieties. As a result, I had to visit two different grocery stores.
First, I went to Kroger, a store I usually avoid as it often lacks items I need. The giardiniera wasn’t there. Next, I drove to a specialty store, but they didn’t have what I needed either. I ended up not being able to make the dish.
How often do you ask grocery store employees for assistance?
Every time I visit the grocery store, especially Giant Eagle, I find myself walking in circles, passing the same people multiple times. They must wonder what I'm doing! Despite being familiar with the layout, I often struggle to find items.
I’m hesitant to ask for help these days as the staff seems to be focused on fulfilling online orders or otherwise preoccupied. In my experience, they also aren’t always knowledgeable about where items are. This can be frustrating.
Contrastingly, at Ace Hardware, my experience is entirely different. Regardless of which store I visit, the customer service is exceptional. The staff there, always ready to greet and assist the moment I walk in, have a thorough knowledge of the store. Their helpfulness and quick response are amazing and often inspire me to buy more than I originally intended. It’s a great example of how effective customer service can positively impact consumer behavior. I think grocers should take note!
How frequently do you find all the items you need in a store?
I find everything I need about 50% of the time. For regular items that are part of my routine grocery shopping experience, I know exactly where to find them in the store. However, the challenge arises when I'm trying a new recipe that requires unique or uncommon ingredients, like a specific spice. In those cases, it can be tricky, especially if it's something not typically stocked in large quantities.
I rarely, if ever, turn to Amazon as an option when product availability is an issue at the grocery store – and instead go somewhere else that’s local. If it's something for the house, like hardware or bug spray, I prefer going to a store like Ace Hardware. There, I can get advice and feel confident about my purchase. I struggle to feel that way when purchasing from Amazon.
Do any specific technologies or tools significantly enhance your in-store grocery shopping experience?
When grocery shopping, I often notice other shoppers using handheld devices. I believe they use these to scan item prices, helping them keep track of their total bill to avoid surprises at checkout. It’s always frustrating when prices are different than I originally think.
It would significantly improve my shopping convenience if grocery stores offered technology that enabled me to search for a product, whether by brand or category, and then be directed to the exact aisle and location in the store, like 'Aisle 11, halfway down.'
If you could recommend any improvements to the grocery stores you frequent, what would they be?
A key improvement I'd suggest is better communication regarding product in-store availability and shipment schedules. It's quite noticeable when they run low on certain items, like produce or herbs such as rosemary and thyme. Knowing when fresh stock is due to arrive would really help in planning my shopping trips more effectively.
For example, if I knew for sure that Kroger had giardiniera in stock, I'd prefer knowing this before deciding to try my luck at Giant Eagle. This is also true for items like pizza dough, which can be hit or miss. Often, I end up going elsewhere instead, where I know they'll likely have what I need, even if the items are far more expensive. Having some way to check the availability of specific items before going to the store would be incredibly useful, but I don’t really trust online inventory.
Ryan's insights emphasize the importance of product availability and convenience. His experiences mirror wider retail trends that underscore the need for efficient and enjoyable shopping.
