Grocery retailers may be underestimating one of their most valuable customer groups, according to new research from Cashew, a Calgary, Alberta-based consumer insights firm.
The study found Generation X shoppers are more interested in international and specialty foods than conventional grocery assumptions suggest, yet many feel mainstream stores have not caught up.
In a survey of 973 Gen X shoppers across the United States and Canada, Cashew found 76 percent are seeking international or specialty foods, while only 23 percent say their primary grocery store offers a complete selection. The findings point to a disconnect between what consumers want and what they find on shelves, according to the company.
“For years, grocery retail has treated Gen X like a traditional shopper focused on familiar staples and routine purchases,” said Addy Graves, CEO of Cashew. “But their tastes have evolved. They want global flavors integrated into everyday shopping, not isolated in specialty sections.”
The research also challenges the assumption that culinary exploration is driven by younger consumers. According to the study, 34 percent of Gen X shoppers buy international foods when something catches their eye, 28 percent remain open but stick to familiar products and 13 percent describe themselves as active culinary explorers. The results suggest visibility and accessibility matter more than niche authenticity marketing, according to Cashew.
The company said the findings represent an opportunity for grocery retailers, noting Gen X consumers are in their peak earning years and command significant household purchasing power. According to the release, these shoppers are motivated by discovery, purchasing international foods not out of necessity but from curiosity to try something new.
That curiosity increasingly comes to life in-store, where product discovery remains one of the top two ways Gen X finds new foods, according to the research. The company said Gen X shoppers are not looking for destination-style international experiences but want global flavors embedded throughout the everyday shopping journey.
The full report, Kimchi Over Ranch: The Surprising Evolution of the Gen X Grocery Cart, is available with free access from Cashew Research.
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