Their behaviour is anchored in familiar routines and trusted retailers, creating a level of stability not seen in younger cohorts, but stability should not be mistaken for reluctance to evolve. Retirement, changing health needs and greater freedom can all prompt Baby Boomers to explore new stores, products and occasions.  

Baby Boomers follow more focussed shopping routines 

Compared with younger generations, Baby Boomers visit fewer stores and channels. Their behaviour is less fragmented, with supermarkets and traditional formats remaining central. This streamlined behaviour reflects confidence in familiar retailers and established routines. Baby Boomers generally know where to find the products, quality and service they expect. Familiarity reduces risk and makes shopping easier, particularly when availability, accessibility and a straightforward store experience are important. 

However, loyalty is not unconditional. Price, quality and availability still shape store choice, and poor service or inconsistent ranges can push shoppers elsewhere. They also seek inspiration less often than their younger counterparts, 64% rarely look for food inspiration, and when they do, traditional media and personal recommendations outperform social platforms. The opportunity is to strengthen the fundamentals Baby Boomers rely on and layer in inspiration that feels familiar and trustworthy. Retailers who deliver consistency while offering gentle prompts to explore will hold their loyalty and encourage deeper engagement over time. 

How routine guides Baby Boomer cooking behaviour  

Baby Boomers’ cooking habits are rooted in confidence and routine. They are more likely to cook from scratch, rely on trusted ingredients and over-index on purchasing pantry staples such as tins and packaged foods. Unlike younger shoppers, they are less willing to pay more for convenience-led cooking solutions. 

Brands and retailers should focus on dependable, quality products that simplify preparation without compromising the familiarity and control Baby Boomers value. Convenience should support, not replace traditional cooking. 

Retirement as a catalyst for exploration 

Retirement is a pivotal life moment that reshapes both time and spending. As routines shift and pressures ease, some Baby Boomers become more open to visiting different stores, trying new products, or treating themselves. A cohort historically cautious with discretionary spend begins to explore, refresh long‑standing habits and indulge more often. 

This represents untapped growth for retailers and brands. Baby Boomers are treating themselves more and exploring new stores, yet much innovation still skews younger. There is clear headroom in designing products, missions and experiences that better meet the needs, interests, and aspirations of older shoppers. 

Stay ahead with IGD insights 

This summer on ShopperVista, we are exploring how generational behaviours and life moments shape the way people shop. Our Winning with Generations report examines the differences within and between cohorts, helping retailers and brands create more relevant propositions for changing needs.  

We now have 4 generations in our rapidly changing workforce, so it’s more important than ever to get new joiners up to speed quickly. IGD has created a free new course: Work Ready: Core Skills for Success, which will support early careers professionals to grow confidence, manage priorities and build credibility.  

If you have any questions or would like to explore how we can tailor our research to your business needs, please reach out to [email protected] or contact the Shopper insight team.