The shopper of the future will be older, more ethnically diverse, and more likely to live in a one-person or multigenerational household, according to a new report from 84.51°, the data research arm of Kroger.

These and other factors will impact shopping trends, including what consumers buy and how they make those purchases, according to the report.

“Over the next decade, the diversification of consumer wealth, ethnicity, family dynamics, and many more factors will have a substantial effect on the wants and needs of the average shopper,” the report noted. “Projected demographic shifts and grocery purchase signals provide a starting point to help brands maintain relevance and drive continued growth today and in the future.”

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