On the wings of Baby Boomers, ‘Grocery Shopping 2.0’ goes digital in big ways

On the wings of Baby Boomers, ‘Grocery Shopping 2.0’ goes digital in big ways

Instacart, a grocery delivery venture, backed by Sequoia Capital, has been getting a lot of press lately. And it’s no wonder that this grocery shopping startup, powered by personal shoppers, is also getting funded for big growth. It has its sights set on battling head-to-head with emerging competitors and big e-commerce players, such as Amazon.

Rise of the digital pluckers

Whether it’s Uber, a similar 50-city taxi service that uses contract personal drivers ordered through an online or app-b...


Sophistication and wellness play out in key drivers of Boomer food decisions

Sophistication and wellness play out in key drivers of Boomer food decisions

The Baby Boomer generation is becoming a focal consumer population for the food industry and it’s a sophisticated one. This generation accounts for 44% of the households with incomes over $75,000, so discretionary spending is much greater than for younger consumers. Food marketers have been obsessed with Millennials as of late, but more than a third, or 36%, live at home with parents according to Pew Research.

Baby Boomers, as a mature consumer group, are statistically more affluent and well-p...