Smooth shopping
Boomers are more loyal to their main retailer, and less likely to switch retailers than younger generations. But when it comes to choosing a store, what do Boomers look for?
Top 5 store choice factors for Boomers:
1. Clean store
2. Fair prices
3. Good fresh department
4. Clear shelves
5. High quality products
Source: YouGov Shopper panel EU-15 harmonized statements MATQ2 24
Compared to young shoppers, Boomers prioritize aspects such as high quality and regional products, whether a retailer acts socially responsible, and supports the reduction of plastic packaging and waste. While quality and sustainability are crucial for Boomers, they also choose retailers based on practical reasons, such as clear shelves that allow for a comfortable shopping experience.
German drugstore dm is capitalizing on this trend: each shopping cart carries a magnifying glass to help shoppers easily read ingredients lists, prices, and shopping lists. As aging shoppers become more prevalent in the market, the number of shopping trips will increase, and stores will need to adapt to their needs, prioritizing ease over speed.
Is it possible to break through long-established behaviors and “get on the list” of Boomers?
Generally, older generations are less eager to “shake things up” for the sake of exploring new things. If 40% of Gen Z say they dislike changes in their lifestyle, this applies to 45% of Boomers (EU-15). While 70% of Gen Z love to try new things, this is true for only 46% of Boomers. However, the differences between generations are not as vast as one might expect, especially in Western European countries. The older population in Eastern Europe, having experienced numerous political ups and downs, tends to be more change-averse.