The Grocery Revolution Part 3 of 3

Understanding the 2040 Consumer Across Generations

 Amanda Seevers

 Jay Highland

Estimated Read Time: 4 Minutes

In our final article of this series, we turn our focus to the 2040 global consumer, exploring how each generation’s unique characteristics and priorities will shape the grocery industry. From the emerging Betas to the seasoned Boomers, these consumers of the future will drive demand for more sustainable, connected, and personalized shopping experiences. Let’s look ahead at what each generation around the world will value and how grocery brands can adapt to meet these evolving needs.

Part 1: How Connected Services and AI will Transform the Way We Shop
Part 2: How Specialized Markets and the Climate Era are Redefining the Grocery Industry

The 2040 Betas: Sustainability from the Start

By 2040, the Betas—babies born in the mid-2020s—will have grown up with a sustainability mindset as second nature. This generation will likely seek out grocery options that promote environmental stewardship and resource conservation. Grocery brands will need to focus on regenerative practices, waste reduction, and transparent supply chains to meet the eco-conscious expectations of these consumers. For Betas, the concept of “farm-to-store” could mean hyper-localized products and even groceries grown on-site or via vertical farming within the community. Betas will support brands that actively contribute to planetary health, making sustainable choices central to their shopping experience.

The 2040 Alphas: Tech-Savvy with a Nostalgic Twist

The Alphas, by 2040, will be in their late twenties and early thirties, highly tech-savvy yet also nostalgic for “simpler” times. This generation will favor grocery experiences that balance digital convenience with a touch of analog charm. Alphas may gravitate toward stores that offer tech-enabled shopping through AI-driven personalization and immersive digital environments, like augmented reality for meal planning, while still appreciating real-world elements such as handwritten labels or traditional craftsmanship. Grocery brands that blend these elements can create a distinct and engaging shopping experience for Alphas, who will seek efficiency and authenticity in equal measure.

Related: Let's Talk Kids: Generation Alpha is Already Ruling the World…

Gen Z in 2040: Champions of Justice and Ethical Consumption

By 2040, Gen Z will be in their late thirties and early forties, driving demand for brands that prioritize ethics and purpose. Having matured with a focus on social justice, environmental accountability, and corporate transparency, Gen Z consumers will expect grocery brands to demonstrate commitment to fair labor practices, eco-friendly production, and carbon neutrality. This generation will research products in-depth, valuing brands that prove their dedication to positive impact through accessible information on sourcing and sustainability. For Gen Z, grocery shopping will be an ethical decision, with loyalty reserved for brands that align with their social and environmental values.

Millennials: Preventive Health and Wellness-Focused

In 2040, Millennials will be in their fifties and sixties, placing even greater importance on health and wellness as they age. This generation, known for its interest in functional foods, will look to grocery stores to support their preventive health journeys. Grocers that offer products with functional health benefits, from plant-based proteins to adaptogens and immune boosters, will resonate with Millennials, who prioritize longevity and quality of life. Additionally, stores providing wellness services, like nutrition consultations or in-store health screenings, will appeal to Millennials who see grocery shopping as a vital component of their wellness routine.

Related: Food is Medicine

Gen X in 2040: Adapting to Life’s Transitions

Approaching their seventies by 2040, Gen X will embrace grocery experiences that cater to quality and convenience, along with a readiness to explore new, health-forward options. This generation will seek grocery stores that allow for convenient, personalized shopping while also offering products that suit their evolving dietary needs and interests. Known for their adaptability, Gen X consumers will appreciate interactive features such as DIY meal kits, workshops, and cooking demos, which provide both engagement and practicality. Brands that foster a sense of community and creativity will gain the loyalty of Gen X as they continue to embrace life’s transitions.

Boomers in 2040: Independent Yet Connected

By 2040, Boomers will be in their eighties and nineties, prioritizing independence while remaining socially connected. This generation will value accessible, user-friendly grocery stores that offer reliable delivery options and in-store assistance. As Boomers embrace virtual health tools and digital grocery platforms, grocers that combine convenience with human connection will stand out. Stores that incorporate mobility-friendly layouts, clear signage, and knowledgeable staff will appeal to Boomers seeking easy and enjoyable shopping experiences. For this generation, grocery stores can serve as both essential service providers and welcoming spaces for community interaction.

A Multigenerational Future of Grocery

Looking ahead to 2040, the grocery industry must prepare for a highly diverse consumer base with unique needs across generations. Brands that embrace sustainability, innovation, and personalization will be well-positioned to meet these demands and build loyalty across all generations. From the eco-focused Betas to the socially conscious Gen Z and the independent Boomers, each generation offers new opportunities for grocery brands to thrive in a rapidly evolving market.