Grocery responsibility share U.S. 2023 by generation

In a 2023 survey of U.S. shoppers, 77 percent of respondents who identified themselves as primary shoppers in their household were millennials, while 41 percent belonged to the silent generation. As for those who identified themselves as secondary shoppers, i.e., those who did the minority of the household shopping, most belonged to the older or very young generations.

Co-shopping split of groceries in multi-person households in in the United States in 2023, by generation

Characteristic	Primary shopper	Self shopper	Shared/Secondary shopper
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Release date

April 2023

More information

Region

United States

Survey time period

February 1 to 14, 2023

Number of respondents

2,105 respondents

Age group

18 years and older

Method of interview

Online survey

Supplementary notes

Self shoppers relates to those individuals living alone and who are responsible just for themselves. Primary shopper relates to households that have a person that does the majority of household grocery shopping. Shared/Secondary shopper to households that equally split grocery shopping or which have a person who does the minority of household grocery shopping.
Gen Z: ages 18-25.
Millennial: ages 26-41.
Gen X: ages 42-57.
Boomer: ages 58-76.
Silent/Mature: ages 77+.

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