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SLICES OF CHANGE: WHAT EACH GENERATION WANTS FROM CHEESE, DELI, AND BAKERY (CONT.)
Cheese, deli, and bakery shine because they connect generations: they satisfy our craving for what feels known, while tempting us with what feels possible.
A New Definition of Value Emerges
What’s worth buying isn’t a fixed concept—it’s a moving target that has shifted with each generation.
For Baby Boomers and older, value means dependability. They buy what they trust. Specialty dairy, deli, and bakery purchases are occasional treats—just 7% buy specialty cheese every time they shop, compared to 44% of Millennials! 1 in 3 older shoppers will pay more for quality, even if it means buying less, but 1 in 4 choose average quality to save money. Value here is about stretching the dollar, avoiding waste, and counting on consistency.
Gen X sits squarely in the middle, evenly split between those who buy to save (30%) and those who buy for quality even if they get less (30%).
Millennials mark the turning point. To them, value means affordable quality with meaning. They’re far more engaged around the store perimeter—44% buy specialty cheese every trip, with 32% “as a treat.”
Gen Z redefines value entirely. For shoppers under 28, it’s not about price—it’s about experience and identity. Over half of Gen Z and Millennials usually buy premium-priced products when treating themselves, while roughly the same share of Boomers usually choose affordable versions. A product feels “worth it” only when it feels personal—when it sparks emotion, aligns with their values, or offers a moment worth remembering.
In short, for older shoppers, value means reliability at a fair price. For younger ones, it means joy, meaning, and identity in the everyday buy.
Bakery: A Grocery Store’s Playground for Experimentation
No department captures today’s spirit of food exploration quite like the bakery. Once reserved for staples, it’s now where shoppers go to play—with flavor, format, and identity.
Nearly half of shoppers (47%) purchased a bakery item after seeing it on social media, making bakery the #1 category for trend- driven purchases—well ahead of deli (38%) or specialty cheese (15%). TikTok-fueled croissants, rainbow bagels, and seasonal “drop” desserts have turned bakery aisles into destinations for curiosity and creativity. 50% of Gen Z and 46% of Millennials buy trendy foods “just for fun,” compared to 25% of Gen X and 11% of Boomers.
Bakery works because it’s low-risk, high-reward. A $4 croissant delivers novelty without commitment. Younger shoppers gravitate toward creative twists—ube pastries, chili-crunch croissants, seasonal “drops” like pumpkin loaf or strawberry shortcake bars— while older generations stick to familiar favorites with a premium touch.
Across all ages, bakery is the top treat category: 58% of shoppers buy indulgent baked goods weekly, a number that jumps to 86% for Gen Z and Millennials. Baked goods feel worth the money when they taste amazing (86%) or provide a sense of reward (75%). Bakery, in other words, is where indulgence and innovation meet— where the emotional payoff is baked in—pun intended.
For retailers and brands, the message is clear: today’s bakery is about belonging. It’s the one section where each generation finds joy (albeit through different products), and where younger shoppers find a platform for self-expression. The opportunity now is to make experimentation in the bakery easy, joyful, and endlessly repeatable—turning curiosity into loyalty, one pastry at a time.
The Takeaway: Dependable Meets Delightful
Walk the perimeter of any grocery store today and you can feel the shift. One generation shops for ease; another shops for emotion. The key to success isn’t choosing between them—it’s blending both.
So keep the classics that ground people—and the surprises that move them. Because today’s shoppers don’t just want food that fills them up. They want food that fills a moment—with emotion, ease, and a little everyday magic.
About the Author
Sarah Weise is the bestselling author of InstaBrain: The New Rules for Marketing to Generation Z, and the CEO of Bixa, an award-winning market research firm that helps brands uncover what drives customer decisions— and the ‘so what’ that turns those insights into strategies that grow sales.
Curious what customer data could mean for your business? Schedule a free strategy call at
bixaresearch.com to uncover your next big win.
WHAT’S IN STORE | 2026 © 2026 International Dairy Deli Bakery Association
Industry Landscape
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