The Feedback Group Finds Supermarket Satisfaction Strong, But Younger Shoppers Turning Elsewhere

In this episode of Global Economic Press, Alex Brady delves into the latest findings from The Feedback Group, highlighting intriguing trends in supermarket satisfaction and shifting preferences among different generations of shoppers. The Feedback Group's study, U.S. Food Shopper Research 2025: The Supermarket Experience, based on 1,100 supermarket shopper interviews, reveals a generational divide in store preferences. While older generations like the Silent Generation and Baby Boomers continue to favor supermarkets, younger shoppers, including Generation Z, Millennials, and Generation X, are increasingly turning to other retailers such as Walmart, Aldi, dollar stores, and club stores. This shift prompts supermarkets to reevaluate their engagement strategies to remain relevant to younger audiences.

The study also emphasizes the importance of the checkout experience and store conditions in driving customer satisfaction. Supermarkets receive high satisfaction ratings overall, with cashier-assisted lanes preferred over self-checkout. Food quality and cleanliness are top performance areas, while value for money scores lower. The research highlights the impact of sensory experiences and digital behaviors on shopping journeys, with digital circulars surpassing print and mobile use remaining strong in-store. Personalization, feedback, and employee engagement are identified as key factors in enhancing customer loyalty and spending. For more detailed insights, visit The Feedback Group's website at https://feedbackgroup.com/.