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Baby boomers list ten grocery-store trends they find most frustrating

A recent survey and social-media analysis reveal that shoppers aged 65 and older dislike self-checkout, digital coupons and other modern grocery-store features.

A YouGov poll found that 62% of shoppers aged 65+ favor cashier-assisted checkout, while younger adults lean toward self-service kiosks. The Feedback Group reported that baby boomers prioritize clean, well-organized stores and prefer conventional supermarkets over discount chains. Social-media comments compiled by The Takeout highlight grievances about constantly moving product placements, the loss of staffed baggers, and the difficulty of using digital-only coupons without a smartphone.

Older shoppers also lament understaffed stores, which they say lead to longer lines and reduced personal service. Many rely on sturdy, swivel-wheel carts for mobility, and a Numerator survey indicated that over a quarter rarely switch from name-brand items. Finally, a USDA-cited study showed that 29% of seniors purchase prepared meals to save time, despite higher costs.

Why it matters

Understanding seniors' grocery preferences can help retailers tailor services and retain a growing customer segment.

In this story

baby boomersself-checkoutdigital couponsgrocery cartsstore staffingbrand loyaltyprepared foodsproduct placementsupermarket preferencesshopping surveys