A new report from grocery retail research firm IGD has identified a burgeoning group of 'influencer shoppers', who are set to replace the 'boomer' generation as the group with the most purchasing power.
Making up roughly 25% of all shoppers, these consumers are 'time optimisers, health-conscious, individual, experimental and socially conscious'. IGD said that they will have the strongest voice and the most impact on the food chain.
