'Generation P' To Drive Growth In The International Grocery Sector, Study Finds
'Generation P' will drive the international grocery sector up by an incremental $116 billion (€98.2 billion) over the next couple of years, creating a $1,460 billion (€1236.4 billion) opportunity by 2022, a new study by the IGD has revealed.
The Perennial Shoppers, or Generation P, cohort comprises consumers aged 50-64 who are digitally savvy, experimental, and willing to spend more for quality.
The group accounts for 30% of all food and drink spend across the UK, Singapore, and the USA, the study noted.
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