Millennial dads seem to be taking a very active role in meal preparation and grocery shopping. Ibotta, an app that reimburses shoppers for some of their purchases, has provided the following stats. Over the course of the past three years, millennial dads have increased their grocery purchases by 62% (Progressive Grocer, 13 June 2016). In addition, young millennial dads between the age of 18 and 24, are purchasing 25% more groceries than any other previous generation.
As dads step up their shopping game, it seems that moms have been shopping less. Moms share of grocery shopping has decreased by 2.4%. Not a huge decrease, but still noteworthy. It should also be noted that the dads aren’t just purchasing food. Alcohol consumption, which seems to decrease with each child, is actually increasing with millennial dads. In fact, Millennial dads with two children are purchasing the most alcohol.
It will be interesting to see what other shopping trends emerge with millennial dads taking a firmer position on the food front.