U.S. Generation X Consumers and Food - How this generation thinks, feels, and behaves around everything food-related

May 2018| MDK002A| Datassential

Report Highlights

The majority of Gen Xers say food gets them “excited”, but fewer than one-third would consider themselves “foodies”. They generally are somewhat careful about what they eat, with very few following a strict diet.

Freshness is a top AFH selection driver and Gen X is willing to go out of their way to get something they really want to eat.

Three-quarters of Gen X meals are made at home.

QSRs are the most frequented AFH venue, followed by casual sit-down restaurants. Gen X in-person visitation by segment is similar to the overall population, with 90% of Gen Xers having eaten out in the last month.

Gen Xers are most likely to visit traditional supermarkets for groceries. Nearly two-thirds bought groceries from discount super centers (like Walmart or Target) in the last month – making them the second-most used grocery source.

Gen X is most likely to bake or microwave food at home. They use similar prep methods at home as the population, with about half grilling or frying food at home in the last week.

One part in a series of four in-depth demographic reports, Datassential’s Gen X Keynote examines what this generation thinks, feels, and does regarding everything food-related. Over 3,500 consumers, including more than 1,000 Gen X consumers, weigh in on their eating habits and wants. Plus, we tapped our FLAVOR database to pull the most-loved ingredients and analyzed our SCORES ratings to find highest-rated menu introductions. You’ll learn from the experts about…

Away-From-Home & At-Home Eating
Uncover the where, what, when, why, and with whom of Gen X consumers’ experiences dining out. Understand how this generation cooks at home and the prep methods they use, including a detailed look at their last at-home meal.

Retail Behavior
Determine where Gen X consumers buy groceries and why, if they shop with a list, how frequently they browse specific departments, and their use of online grocery ordering and delivery.

Dietary Habits
Take a detailed look at the diets Gen X consumers are following, what allergens they avoid, and what foods they are trying to increase or decrease in their diet.

Finances, Media, & Technology
Shed light on how Gen X consumers think about spending money on food and whether they budget. Learn where this generation gets their food-related information and what food apps they use.

Gen X vs. the General Population
Data is indexed against the general population to understand not only what Gen X consumers say, but how that differs from or is similar to the population overall.

Detailed Look at Gen X Sub-Groups
Discover how growing differences between Gen X consumers are shaping their perceptions of food with analysis of differences by gender, race, income, employment, education, family structure, political views, fitness level, and more.

Datassential, a Chicago-based food industry research and consulting firm, brings clients real-world information on foodservice and consumer packaged goods in the U.S. and around the world. The company’s services, including its extensive MenuTrends database, provide in-depth reporting on trends in menu offerings, flavor profiles, ingredients and preparations. Datassential helps operators, retailers, and suppliers understand and capitalize on these important trends.

Datassential makes the food industry smarter. We provide trend software, predictive analytics, and consumer insights that help manufacturers, food retailers, and chain restaurants innovate and sell more intelligently.

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