Canadian Retailer - Summer 2014 - 7

GROCERY GENERATIONS

BREAKING DOWN THE GENERATIONS

In a recent report on U.S. consumers by Acosta Mosaic Group titled Four Generations in the Aisle, the attitudes
and behaviours of different generational groups were studied and highlighted. Here are some of the findings:

Silents

Baby Boomers

Generation X

Millennials

(Born 1925-1945)

(Born 1946-1964)

(Born 1965-1981)

(Born 1982-early 2000's)

AVERAGE NUMBER OF SHOPPING TRIPS PER MONTH

3.6

3.6

3.9

4.1

TRIP TYPE

37%

36%

41%

36%

44%

Stock-up shopping trips

42%

34%

33%

Fill-in shopping trips

SHOPPING STYLE

* Brand loyalists who
buy what they've
bought before.

* Brand loyal; respond to
products/retailers that
address the question
"What's in it for me?"

* Knowledgeable shoppers
who use information to
help guide decisions.
They want to make the
best possible choice.

* Heavily influenced
by friends and social
community; not brand
loyal; shop the store
perimeter.

CHANNEL PREFERENCE

* Drugstores and
dollar stores

* Grocery stores and
club stores

* Grocery stores and
dollar stores

* Club stores and
drug stores

HIGH INDEXING CATEGORIES

* Books, magazine, floral
and gardening, vitamins,
wine, nuts, medication,
remedies health aids

* Tobacco & accessories,
ice, beer, charcoal logs,
tea, pet care, pet food

* Diapers, baby food,
baby needs, breakfast
foods, dry prep foods,
frozen appetizers

* Diapers, baby needs,
toys, sporting goods,
shaving needs, dry
prep foods

AVERAGE MONTHLY SPENDING

$263.70

$295.50

$323.10

$252.60

ENVIRONMENTAL SUSTAINABILITY

Top Green Power partners

Four retailers made the list of the Top 10 EPA
Fortune 500 Green Power Partners, which
ranks companies reflecting the amount of
green power used as a percentage of total
electricity use.

1 Intel Corporation

6 Google

2 Microsoft

7 Staples

3 Kohl's Department Stores

8 Starbucks (Company Owned)

4 Whole Foods

9 Apple

5 Walmart

10 Lockheed Martin

www.retailcouncil.org/cdnretailer | summer 2014 | canadian retailer |

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Table of Contents for the Digital Edition of Canadian Retailer - Summer 2014

Publisher's Desk
Retail Currents
Food for Thought: The State of Canadian Grocery
Driving Sales With Personalized Advertising
Come One, Come All
Unsure About the Future
Education Leading to Organic Growth
The Total Retail Package
Advertiser's Index
Retail Quick Tips
Canadian Retailer - Summer 2014 - cover1
Canadian Retailer - Summer 2014 - cover2
Canadian Retailer - Summer 2014 - 3
Canadian Retailer - Summer 2014 - Publisher's Desk
Canadian Retailer - Summer 2014 - 5
Canadian Retailer - Summer 2014 - Retail Currents
Canadian Retailer - Summer 2014 - 7
Canadian Retailer - Summer 2014 - 8
Canadian Retailer - Summer 2014 - 9
Canadian Retailer - Summer 2014 - Food for Thought: The State of Canadian Grocery
Canadian Retailer - Summer 2014 - 11
Canadian Retailer - Summer 2014 - 12
Canadian Retailer - Summer 2014 - 13
Canadian Retailer - Summer 2014 - 14
Canadian Retailer - Summer 2014 - 15
Canadian Retailer - Summer 2014 - Driving Sales With Personalized Advertising
Canadian Retailer - Summer 2014 - 17
Canadian Retailer - Summer 2014 - 18
Canadian Retailer - Summer 2014 - Come One, Come All
Canadian Retailer - Summer 2014 - 20
Canadian Retailer - Summer 2014 - 21
Canadian Retailer - Summer 2014 - 22
Canadian Retailer - Summer 2014 - Unsure About the Future
Canadian Retailer - Summer 2014 - 24
Canadian Retailer - Summer 2014 - 25
Canadian Retailer - Summer 2014 - Education Leading to Organic Growth
Canadian Retailer - Summer 2014 - 27
Canadian Retailer - Summer 2014 - 28
Canadian Retailer - Summer 2014 - 29
Canadian Retailer - Summer 2014 - The Total Retail Package
Canadian Retailer - Summer 2014 - 31
Canadian Retailer - Summer 2014 - 32
Canadian Retailer - Summer 2014 - 33
Canadian Retailer - Summer 2014 - 34
Canadian Retailer - Summer 2014 - 35
Canadian Retailer - Summer 2014 - 36
Canadian Retailer - Summer 2014 - Advertiser's Index
Canadian Retailer - Summer 2014 - Retail Quick Tips
Canadian Retailer - Summer 2014 - cover3
Canadian Retailer - Summer 2014 - cover4
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