Millennial shoppers are the most susceptible to impulse purchases, according to research published by Food Marketing Institute.

The study, "The Power of Produce 2015," found 64% of millennials inclined to impulse buys, compared to 57% of all consumers.

The research was done by 210 Analytics LLC and sponsored by Yerecic Label.

It found that the consumption and purchase habits of millennials vary from other generations. While in store, for example, they are more likely to seek out recipes, new items and suggestions from produce staff. They are less concerned with produce appearance and seasonality than with preparation time and product information.

"We are continuously looking for ways to interact with consumers to learn what our clients can do to engage the shopper," Yerecic Label vice president of sales and marketing Rich Thoma said in a news release. "As millennials will shortly become the largest buying power in North America, resonating with these shoppers is on the top of everyone"s mind."

"Double digit differences in data by demographics always catch your eye," Yerecic Label president Art Yerecic said in the release. "While the boomers are the solidifiers of the produce business, the millennials are driving new growth through high interest in organic, value-added and smoothies amongst other things. This shows connecting with this generation is crucial to continued health and growth of the produce category."

"Produce means business to the food retail community," FMI vice president of fresh foods Rick Stein said in the release. "The (study) explores behavior and demographic trends that are paramount for fresh executives, especially how millennials are influencing the perimeter of the store."

 
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