Millennials, Aging Boomers Mean ‘Trouble in Aisle 5’

The traditional food-at-home vertical, which is already facing trouble, is likely to see its challenges accelerate over the next few years.

That’s according to Trouble in Aisle 5, a new joint study by global investment bank Jefferies and global advisory firm AlixPartners. The study, which included a survey of 2,000 consumers conducted in May, finds that a confluence of factors appear poised to rapidly transform the food-at-home industry. The confluence of changing demographics, economic factors and customer preferences has the potential to create a long-term disruption across the food-industry value chain that transforms where and how consumers shop for groceries as well as what products they choose.

The root cause of the impending transformation lies in changing demographics. Over the next decade, the baton will be passed from one mega-generation to another as "millennials" (born between 1982 and 2001) come of age and "baby boomers" (born between 1946 and 1964) enter the next phase of their lives and spending patterns. As a result, established food brands and traditional grocery stores will be pressured at both ends by sets of consumers with very different value equations.  Progressive Grocer – Read more…