Article Summary

A new report from The Feedback Group reveals a generational shift in grocery shopping preferences, with Gen Z, Millennials, and Gen X overwhelmingly favoring discount-driven formats. Traditional supermarkets have dropped in popularity among these groups, while Walmart, Aldi, dollar stores, and club stores now dominate their shopping choices. This trend signals a need for grocers to reevaluate their value proposition and promotional strategies.

Digital engagement is also reshaping the landscape—52% of shoppers rely on digital ads over print circulars, and mobile usage for deal-hunting is on the rise. Despite high satisfaction scores for food quality and cleanliness, younger shoppers are increasingly drawn to stores offering tangible savings. Sensory experiences like pleasant aromas and music also boost spending, but the core driver remains perceived value. Grocers must adapt by emphasizing discounts, leveraging digital platforms, and creating emotionally resonant in-store experiences.

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Local Business Types for Broadcasters to Consider Contacting

  • Discount Grocery Chains – These stores are gaining traction with younger shoppers and can benefit from broadcast campaigns that highlight weekly deals and digital savings tools.
  • Local Farmers’ Markets with Loyalty Incentives – These markets can attract younger demographics by offering discounts and personalized perks, especially when amplified through broadcast storytelling.
  • Neighborhood Dollar Stores or Grocery Outlets – These businesses offer budget-friendly options and are expanding their footprint in local communities. Broadcast advertising can spotlight rotating deals and connect with value-driven shoppers effectively.

Three Creative Campaign Ideas for Broadcasters to Consider

  • Radio Station Commercial Idea: “Deal Hunters Unite” – Feature a weekly spotlight on local grocers offering standout discounts, with listener call-ins sharing their best finds to build community buzz.
  • TV Station Commercial Idea: “Savings That Stick” – Showcase a family navigating rising grocery costs and discovering how a local store’s discount strategy helps them thrive—emphasizing emotional and financial relief.
  • Digital Advertising Campaign Idea: “Swipe for Savings” – Launch an interactive campaign where users vote on their favorite grocery deals of the week, with winning stores receiving boosted digital exposure and shopper incentives.

Source Acknowledgment

This LBS Ad Intel summary is based on information from Supermarket News.