How is mental strain affecting food purchases?

The choices are endless when it comes to deciding what to eat, and a lack of mental energy is a good predictor of how those decisions are made, according to a new report from Kroger data analytics firm 84.51°.

Researchers discovered from a two-year quarterly survey conducted from Q1 2022 to Q1 2024 that Baby Boomers, Gen Xers, Millennials, and Gen Zers make different decisions, and a lot of it is based on stress.

Younger shoppers said they have insufficient mental energy when deciding what to eat compared to older shoppers. 

“This could be due to Gen Z and younger millennials having less free time and less experience with food preparation,” according to the report. “In contrast, baby boomers have well-established routines and go-to foods, which require less mental effort to prepare.”

About 5-7% of Baby Boomers, who are more likely to have stable routines, said they have difficulty planning meals, about half of what Gen X respondents reported at 9-14%.

Millennials ranged between 8% and 21%. “This could be due to life transitions such as parenthood or career changes. Younger millennials exhibited even more dramatic changes, with a high of 26% in Q1 2022 and a low of 7% in Q4 2022,” the report showed.

Meanwhile, about 16-30% of Gen Z survey respondents said they don’t have the mental energy to deal with food choices. 

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“The results pointed to a general trending increase in mental energy strain,” according to the report. “Given that the oldest members of Gen Z are only in their mid-twenties, it remains to be seen how this trend evolves – will it eventually resemble the mental energy levels of older consumers or is this the beginning of a new, lasting trend?”

Gen Z survey respondents were more likely to buy foods that require minimal preparation, choosing snacks like crackers and popcorn. They were also less likely to buy foods like eggs, ground beef, and seafood.

The report suggests that incorporating mental health messaging and products that simplify meal planning could cater to the Gen Z demographic. 

“By simplifying choices, providing clear and concise information and creating user-friendly meal options brands can alleviate some of this mental burden, making it easier for consumers to make decisions and accomplish their food goals,” the report concluded. “Moreover, recognizing that some consumers have a greater mental load due to various factors—such as busy lifestyles or high-stress environments—allows brands to tailor their strategies to better meet the needs of different consumers.”
 

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