Demographics tell us that a decade from now, there will be some 77 million American consumers between the ages of 50 and 70 (the baby boomers), and another 68 million between 20 and 35 (known variously as echo boomers, generation Y or millennials). Serving these two largest groups of consumers will require supermarkets to adjust their design and product selection, and to elect not only to serve one group over the other, but to choose among specific economic or ethnic divisions within that ...

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