SLICES OF CHANGE: WHAT EACH GENERATION WANTS FROM CHEESE, DELI, AND BAKERY
Generational lines blur—it’s more about shared experience than actual age. But roughly speaking Gen Alpha: ages 0-14; Gen Z: ages 15–28; Millennials: ages 29–44; Gen X: ages 45–60; Baby Boomers and older: ages 61+.
Indulgence as Everyday Self-Care
For Boomers and Gen X, the deli and bakery still mean practicality—dependable solutions that save time and reduce stress. They shop for trusted staples and efficient meals that make a busy day easier.
Slices of Change: What Each Generation Wants from Cheese, Deli, and Bakery
By Sarah Weise, CEO, Bixa Research I can still picture my childhood grocery store… the hum of the fluorescent lights, the squeak of the cart, the rhythm of routine. My Italian American mother would clack her heels straight for the deli counter: “Half a pound of prosciutto please, and shave it for me?” Sometimes she’d add, “Like for Sunday.” The clerk would present a slice, paper thin, and my mother would tilt her chin in the tiniest nod—half gratitude, half authority—and the slicing would begin in earnest.
Back then, the deli, bakery, and cheese sections were about dependability—about knowing exactly what you’d get and trusting it to taste the same every time. Those sections didn’t change much, and that was part of their charm.
Today, those same sections have transformed. What was once built on routine is now fueled by discovery. For younger generations, these aren’t simply where you shop—they’re where you explore. They’ve become spaces for curiosity, creativity, and even self- expression. Instead of the same order every week, shoppers are sampling cranberry-studded chèvre, photographing rainbow croissants, and debating whether to try the bourbon-maple turkey or espresso-rubbed cheddar they saw on TikTok. The store perimeter is today a place for everyday indulgence—a small moment of delight that makes routine feel rewarding.
After a decade studying Gen Z (honestly, I sometimes feel like their parent) I’ve watched how younger generations have reshaped not just how they shop, but why. When my book InstaBrain came out in 2019, Gen Z was still a mystery to many brands. Today, they are the pulse of the marketplace—setting trends, redefining value, and influencing what ultimately lands on store shelves.
To understand how grocery shopping has evolved, IDDBA partnered with my firm, Bixa Research, on a national 2025 study exploring how shoppers think, feel, and talk about their buying choices in specialty cheese, deli, and bakery. These findings go beyond behavior to uncover the emotions behind the buy— showing just how differently each generation experiences the same store.
Millennials and Gen Z, though, have made indulgence an everyday habit. In our research, 86% buy themselves a grocery store treat at least once a week, often a premium baked good or specialty cheese—compared to only 26% of Boomers!
For younger shoppers, indulgent purchases aren’t about excess— they’re about balance. It’s a small act of self-care. That wedge of gouda isn’t just a splurge; it’s a small, satisfying pick-me-up ritual— an “I earned this” moment that makes ordinary life feel a little more extraordinary.
From Stocking Up to Showing Up
The grocery store used to be a place to stock up. For younger shoppers, it’s a place to show up.
Shoppers under 45 don’t just buy food; they curate experiences. Over half of Gen Z and Millennials say social media inspires their grocery choices. They build charcuterie boards for movie nights, photograph their bakery finds for Instagram, and hunt for limited- edition TikTok cheeses like collectibles. For Gen Z and Millennials, food is no longer just nourishment—it’s narrative.
Older shoppers (Gen X and Boomers) talk about food in terms of function—what pairs well, what keeps longest, what’s a good deal. Younger shoppers (Gen Z and Millennials) talk about how food makes them feel. This may be why 57% of Millennials and 53% of Gen Z are very interested in trying new flavors—compared to just 16% of Boomers. 33% of Gen Z and 26% of Millennials regularly seek out new bold or unique flavors—nearly double the rate of older generations. They gravitate toward playful combinations like espresso-rubbed cheddar, chili-crunch croissants, or caramelized onion hummus—items that surprise, delight, and look good in a story post. In contrast, 37% of Boomers and older hesitate to try new flavors because of unfamiliar ingredients—compared to only 25% of Gen Z.
Even nostalgia gets reimagined. 3 in 10 younger shoppers look for flavors that remind them of childhood—elevated versions of the snacks they grew up with—while fewer than 2 in 10 Boomers do the same. Boomers tend to stick to tried-and-true seasonal flavors; younger shoppers crave surprise.
At Bixa, we see this across nearly every industry: younger audiences treating the everyday as a creative outlet. In grocery stores, that means curating their carts like artists—mixing, matching, and expressing who they are through what they choose.
WHAT’S IN STORE | 2026 © 2026 International Dairy Deli Bakery Association
Industry Landscape
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