Regarding their grocery shopping behavior and nutrition patterns, the main characteristics of Generation X included:
• Compared to other generations, Generation X shoppers spent more on groceries per month than both Millennials and Baby Boomers. According to a 2017 survey, GenXers spent on 380 U.S. dollars per month on groceries, while Millennials spend only about 300 dollars per month on average.
• Some 70 percent of Generation X shoppers who redeemed a coupon for grocery items in the last month used a digital or mobile coupon. Only 32 percent of Generation X consumers printed out coupons from a retailers website to use on grocery items.
• Gen X consumers are more open-minded than Baby Boomers when it comes to digital grocery order and delivery services, but not as tech-savvy as Millennials.
• Some 24 percent of GenXers considered their diet as currently healthy, whereas about 76 percent of the generation stated that it could be healthier.