PAGE HEADER
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
27
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102 |
Page 103 |
Page 104 |
Page 105 |
Page 106 |
Page 107 |
Page 108 |
Page 109 |
Page 110 |
Page 111 |
Page 112 |
Page 113 |
Page 114 |
Page 115 |
Page 116 |
Page 117 |
Page 118 |
Page 119 |
Page 120 |
Page 121 |
Page 122 |
Page 123 |
Page 124 |
Page 125 |
Page 126 |
Page 127 |
Page 128 |
Page 129 |
Page 130 |
Page 131 |
Page 132 |
Page 133 |
Page 134 |
Page 135 |
Page 136 |
Page 137 |
Page 138 |
Page 139 |
Page 140 |
Page 141 |
Page 142 |
Page 143 |
Page 144 |
Page 145 |
Page 146 |
Page 147 |
Page 148 |
Page 149 |
Page 150 |
Page 151 |
Page 152 |
Page 153 |
Page 154 |
Page 155 |
Page 156 |
Page 157 |
Page 158 |
Page 159 |
Page 160 |
Page 161 |
Page 162 |
Page 163 |
Page 164 |
Page 165 |
Page 166 |
Page 167 |
Page 168 |
Page 169 |
Page 170 |
Page 171 |
Page 172 |
Page 173 |
Page 174 |
Page 175 |
Page 176
