The study concludes that supermarkets should enhance digital offerings to appeal to Millennial consumers

The study concludes that supermarkets should enhance digital offerings to appeal to Millennial consumers.

Grocers Must Draw Millennial Shoppers

NEW YORK — Supermarkets should shrink Center Store, add to their organic store-brand mix and enhance digital offerings to appeal to consumers ages 18 to 31, concludes a study by global investment bank Jeffries and business advisory firm AlixPartners.

The “Trouble in Aisle 5” research indicates Millennials are 18% less likely to shop at traditional grocers and given their willingness to explore alternate channels grocers need to make change

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