Shoppers age 20-29 want fresh, healthful foods.

How could supermarkets (and their private brands) attract the newest generation of grocery shoppers, the much-publicized millennials, and turn them into loyal customers? The Private Label Manufacturers Association’s (PLMA) just-released study, “How America’s Eating Habits Are Changing,” aims to answer this question.

PLMA’s nationwide survey of more than 1,800 consumers age 20 to 29 reveals that millennials love food but want it prepared their way, New York-based PLMA said. Fresh and healthful foods are at the top of their shopping lists, while prepared and portable foods are also very popular, the survey revealed.

For millennials, eating is largely unscheduled, PLMA noted. They incorporate food consumption, whether meals, snacks or nibbles, into a range of everyday activities, including work, play, exercise and commuting. Reflecting their on-the-go eating habits, one-third “always or frequently” purchase heat-and-eat food from the supermarket; 29 percent pick up prepared or ready-to-eat food; and 27 percent buy grab-and-go prepared food items from supermarkets or convenience stores, PLMA reported.

In its study, PLMA emphasized the likely payoff for supermarkets that successfully adapt to the eating habits of millennials. Contrary to expectations, these shoppers are more loyal to their favorite stores than their parents are, with nine out of 10 doing their regular shopping at only one or two stores, the survey indicates.

To read the full report, visit http://plma.com/share/press/RESOURCES/America's_Eating_Habits_Are_Changing_-_Questionnaire_&_Results.pdf.