Discount store shoppers generations U.S. 2023

In 2023, consumers in the United States were surveyed about their regular food and everyday products shopping destinations. Among those who shopped at discount stores, 23 percent of Millennials reported doing so, whereas the corresponding share for Gen Z was only 18 percent.
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Share of consumers regularly buying food and products for everyday use in discount stores in the United States in 2023, by generation

Characteristic	Share of respondents
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Release date

January 2024

More information

Region

United States

Survey time period

January 2 to December 15, 2023

Number of respondents

60,267 respondents

Age group

18-64 years

Special properties

U.S. online population; shows the average of four aggregated survey waves carried out in 2023

Method of interview

Online survey

Supplementary notes

During the survey, the question was phrased as follows: "Where do you regularly buy food and products for everyday use?"
Multiple answers possible.
Gen Z are those born between 1995 and 2012.
Millennials are those born between 1980 and 1994.
Gen X are those born between 1965 and 1979.
Baby Boomers are those born between 1946 and 1964.

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