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The New Consumer (March-April 2023)

Examining health & wellness: A recent trends report reveals how different generations find grocery shopping inspiration.

Business journalist Dan Frommer’s new trends report, also titled “The New Consumer,” examines how different generations are finding grocery shopping inspiration as well as how consumers are thinking about their health and wellness. Published in collaboration with venture capital firm Coefficient Capital, the report leverages the results from a survey of more than 3,000 U.S. consumers as well as exclusive insights from Instacart data — including popular search terms, purchase data, basket affinities and sales velocity.

Key findings include:

• More than 70% of consumers — across Gen Z, Millennials, Gen X and Boomers — plan to prioritize their health and wellness in the next 12 months.

• Vegetables are the top items consumers want to eat and drink more of this year.

• Many of Instacart’s fastest-growing emerging brands focus on “better-for-you” or environmental values.

• Instacart search interest for “probiotic” items grew 30% last year as online shoppers prioritized gut health.

• 48% of consumers agree that small, emerging brands are looking out for Americans’ health and nutrition. 

• 65% of Gen Z consumers believe online grocery stores have a responsibility to recommend healthy food.

• Consumers expect to spend more on groceries this year and less on dining.

Black Consumer Sentiments

A 2023 study from cultural intelligence and consumer research partner Collage Group examined how Black Americans feel about top culturally fluent brands and companies, and how and where they are engaging most.

In assessing the top brands, Collage Group leveraged its Brand Cultural Fluency Quotient (B-CFQ) score to determine brand resonance across six different cultural factors: fit, relevance, memories, values, trust and advocacy.

Key findings from the study indicate:

• Walmart, YouTube, Lysol, Coca-Cola’s Sprite, Visa, McCormick, Unilever’s Dove, Procter & Gamble’s Febreze, Netflix and Google resonate best among Black consumers (out of 320 brands examined).

• 64% percent said they find joy in cooking at home versus eating out, compared to 54% of the total population.

• 63% said they seek new things to do, try and see, including new foods and meals.

• 88% said they follow influencers or content creators on social media platforms, while 42% of the segment follows food and cooking influencers/content creators.

• 72% said they are worried about their finances and 83% have called on brands to be involved in social issues in some respect.

• 54% said they are more likely to listen to hip-hop music (including rap), compared to 33% for the total population.

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