Let’s talk about money spent and food choices. How we feel about the economy matters a lot. What folks buy is influenced by their birth year. Getting food, too, changes by generation. We checked US consumer moods early in 2025. Some optimism was definitely around. Digging deeper showed big differences between age groups.
Every generation sees things through its own lenses. The general feeling was positive for many. Low unemployment made folks feel safe. Job growth continued steadily and strongly. Inflation cooled down just a bit. Things looked good for spending more money.
But opening wallets for non-essentials felt harder. That’s where the age gaps really showed. Unlike last year, spending didn’t follow typical patterns. Holiday spending energy didn’t carry on. People thought more about extra purchases. These shifts underscore diverse priorities. Age and income levels show unique needs. It’s a complex picture unfolding now.
1. **Consumer Optimism Meets Spending Caution**: In the first quarter of 2025, US consumers felt good. They were almost as optimistic as at the end of last year. A robust economy boosted a positive feeling. Low unemployment figures helped confidence grow. Consistent job growth made people feel very secure. Stable inflation didn’t cause constant worry. Everything looked good for people to spend.
Here is a twist, though! Spending plans decreased for many. This happened in several discretionary categories. It was true for all income levels and ages. Feeling good about the economy didn’t mean spending more. It didn’t translate into buying fun things easily.
This shows that people make careful decisions now. They decide where their money will go. A feeling of needing to be smart remains. Lingering effects from past prices might persist. A general caution influences purchasing actions. It’s a blend of confidence with conservatism.
2. **Back to Basics: The Return of Typical New-Year Spending**: Recall the spending habits of early 2024. Everyone rode the holiday wave into the new year. The festive spirit continued, making the spending pattern liberal. That approach felt a bit out of the ordinary. It was a continuation of high spending.
Moving forward to early 2025, things shifted. A more familiar rhythm returned for the most part. Consumers went back to their typical buying habits. Post-holiday enthusiasm for spending fizzled out quickly. People returned to their usual budgeting practices. This was true at the start of the year.
This reversion suggests that 2024 was an anomaly. It was influenced by specific holiday dynamics. The 2025 pattern shows a return to habits. These financial habits are perhaps planned or cautious. It shows that behavior can pivot quickly and shift back to established norms easily.
3. **Different Folks, Different Wallets: Mixed Spending Intentions Across the Board**: Even with overall optimism, spending plans differ. How people spend money looks different. Shifts in intentions highlight diverse priorities. This exists across different age groups. Income levels also show unique needs. It is not a one-size-fits-all case.
Hear what folks are saying now. A female baby boomer put it clearly enough. “Overall, I’m planning to spend less simply because the prices of basic needs like utilities, eggs, food in general, and fresh items have increased.” The cost of essentials means cutting back. This affects apparel, shoes, and maybe vacations. It’s about covering non-negotiables first.
A female millennial shared a similar idea. She framed it differently. “We spent a lot last year, so now we’re buying actual necessities and looking for good deals.” Her focus is on being “intentional” now. Money should “go as far as it can possibly go.” This is because of the current economic climate. It means “tightening our belts” to afford daily items. Meanwhile, a male Gen Xer sees things differently. We don’t spend a lot of money on other types of entertainment at home, but we enjoy luxury travel at high-end resorts.” He is worried about inflation and daily costs. However, it won’t affect his travel plans. He mostly uses points for travel. Focusing on specific luxury experiences matters. These examples really show how priorities vary.
4. **The Generational Plate: How Food Consumption Varies Wildly**: It’s absolutely fascinating how food habits change. Preferences for food usually look very different. This depends on which generation you belong to. Kevin Farley, a c-store consultant, noted this point. Older generations often prioritize food quality and tradition. Younger generations juggle different priorities simultaneously.
Younger people usually seek a balance. This always includes getting value for their money. Sometimes, they also want unique food experiences. It isn’t just about picking various dishes. It’s a completely different approach to food itself. It covers the origin, preparation, and how it fits into busy lives.
This divide creates a dynamic food market landscape. What one group likes completely misses another. Understanding the differences in values is vital. Tradition versus value and experience matters. This is key for navigating modern food markets.
5. **Busy Lives, Convenient Bites: Younger Generations Love Ease**: One thing often defines the lives of younger generations. Gen Z and millennials lead quite busy lives. Juggling work and social life takes time. Time is often a premium commodity for them. This directly translates into what food they seek. Convenience is king for these groups.
The need for speed translates into their choices. They often turn to ready-to-eat meals. Drinks are also popular among them now. These aren’t just occasional purchases. They represent an increased consumption of quickly prepared foods. Meal kits greatly simplify cooking. Food delivery always brings meals right to their homes. These options are popular because of their convenience.
Food isn’t always a sit-down, home-cooked meal. It often efficiently fuels their busy lives. This preference has reshaped the food market segment. It has pushed for more quick meal options. They need options that are easily accessible anytime, anywhere.
6. **The Boomer Conundrum: Tradition, Quality, and the Tech Hurdle**: Younger people embrace the future of convenient food. The baby boomer generation shows different preferences. These are often challenging for modern retailers. Quality is highly valued by boomers. Their expectations are rooted in traditional food preparation methods.
Boomers may prefer “from-scratch” meals. They usually like full-meal experiences. Quick-service restaurants don’t always provide this kind of experience. Grab-and-go snacks are mostly less appealing to them. They seek more hearty, traditionally prepared dishes. This preference mismatches today’s faster pace of life.
Adding complexity, boomers are less open to rapid changes. They sometimes resist rapid technological advancements. This strongly drives their preference for ordering through traditional convenience channels. Mobile apps might not appeal to them much. Digital loyalty programs seem less useful to them. They often prefer traditional in-store interactions. They still possess “huge spending power.” Attracting them means understanding their preferences well. Accommodating tradition is important for this group. Less tech-driven engagement is key.
7. **C-Stores’ New MVPs: Gen Z and Millennials Fueling Food Sales Growth**: Convenience stores want to boost food sales higher. The focus is clear: court Gen Z and millennials. These younger groups drive c-store food growth. Experts say they are “the driving force behind the growth of c-store food sales.” Their habits shape the future of the market segment.
Why are they crucial for sales? They consistently prioritize convenience. Speed and variety of food options matter to them. These factors make them “frequent c-store visitors.” They don’t stop there just for gas or drinks. They visit specifically for food purchases on a regular basis. The need for quick, easy access fits evolving convenience stores.
Their strong reliance on technology means that c-stores must have strong digital platforms, mobile apps, and a social media presence. Capturing the attention of tech-savvy customers requires meeting them where they are. This usually means meeting them online and on their phones. Integrating technology is now a necessity for these customers.
8. **How Many Folks Are Actually Using Delivery Apps?**: Using food delivery apps has become common for many Americans lately. Data reveals how often individuals are using these services now. Around 28.2% of people use them weekly or even more frequently. Another large group employs the service less often but still uses it. Notably, 24.5% of the public has never used a delivery app. This indicates a segment on which platform growth could focus.
9. **Age is More Than Just a Number When it Comes to Ordering In**: How often folks order delivery depends heavily on their age group. Younger people prefer using delivery apps most frequently nowadays. Nearly two in five Gen Zers and Millennials order at least weekly. This represents a significant percentage who regularly use these services for food. Weekly use drops significantly for Gen X users to 21.5%. It declines even further among Baby Boomers, hitting just 10.0%. Different age groups exhibit very different tech adoption habits.
10. **Does Where You Live Change Your Delivery Habits?**: Location makes a big difference in delivery order frequency. The use of delivery apps varies depending on where folks live. Urban residents use delivery apps much more frequently. A high 39.2% of city dwellers order from them weekly. This contrasts with rural areas, where the weekly use rate is just 15.3%. Suburbs fall in the middle, showing a 24.2% weekly use rate. Towns also have a similar rate, at 21.2%.
11. **Married… to Your Delivery App? It’s Complicated!**: Marriage has a subtle link with weekly food delivery app usage now. Overall usage appears similar between single and married individuals. About 30.9% of single people and 30.5% of married people use them weekly. However, this statistic is very misleading for a deeper understanding. Older users are often married and use apps much less frequently. Within the same generation, married people use the platforms much more often than singles. The weekly ordering rate of married Gen Zers greatly exceeds that of their single peers now. Millennial and Gen X married respondents also show this pattern.
12. **The Top Contenders: Who Leads the App Race?**: Beyond who uses the apps, which specific platforms people consider also matters. YouGov tracked five food delivery apps for consumer consideration. DoorDash and Uber Eats are clear leaders in this race. They have the highest overall “Consideration” scores reported now. DoorDash holds a 27.4% overall Consideration rate among the brands tracked. Uber Eats is close behind, with a 24.1% consideration score. These two platforms stand foremost in the minds of most Americans who desire delivery.
13. **Your City Might Prefer a Different App Than a Rural Town**: App preferences also differ significantly based on location type. DoorDash and Uber Eats are much more popular in urban areas. Urban areas show the highest consideration rates for these brands. DoorDash has a high 31.9% consideration rate among city residents. Uber Eats follows closely with a strong 30.1% consideration rate there. Grubhub maintains a fairly steady consideration level across different locations. It receives 12.6% consideration in cities and 7.1% in rural areas.
Related posts:
An update on US consumer sentiment: Is growing uncertainty casting a chill on spending plans?
Generational Shifts in Food Trends to Be Explored at 2025 Convenience Foodservice Exchange
Exploring America’s Appetite for Food Delivery Apps
