Millennial shoppers are concerned not just with personal health but also environmental health, and they’re willing to pay extra for products that are sustainable. This is one of hundreds of findings in What’s in Store 2017, the latest edition of the annual trends publication from the International Dairy Deli Bakery Association (IDDBA), Madison, Wis.

Other findings in the book’s “Consumer Lifestyles” chapter include:

  • Latina shoppers are shifting traditional gender roles are becoming more affluent than ever before, and in many instances, are increasingly becoming the breadwinners in Hispanic households, making them more influential both inside and outside their homes. 
  • Millennials are more likely than other generations to incorporate a customized eating approach—such as paleo, gluten-free or vegan—with 44% doing so within the past year.
  • The number of households in which both males and females shop for food continues to increase, resulting in more shared shopping trips.

“Just as retail channels are continually evolving, so too are the shoppers who frequent them,” says Eric Richard, education coordinator. “Today’s shoppers represent a variety of generational and ethnic demographics, and their palates and dining preferences are paving an exciting path into new tastes, flavors and eating occasions. Supermarkets have the potential to be at the forefront of eating innovation and creation.”

This year’s edition also features a continuous storyline to improve user efficiency and provide greater clarity for professionals needing to understand today’s retail world. Through five themes, readers gain new insights and learn about marketplace influences such as

  • The economy and retail trends
  • Channels and competition
  • Consumer lifestyles
  • Eating trends
  • Technology and marketing