More than half of respondents (54%) plan to shop for premium groceries this holiday season, according to a recent survey from Accenture.
Of the 1,500 US internet users polled, more than eight in 10 respondents said that for this upcoming holiday season, food quality is important to them.
Younger consumers may have more reason to spend on quality groceries, with many planning to host their own gatherings. From Friendsgiving dinners to Ugly Sweater parties, some 45% of younger millennials and 48% of older millennials said they plan to host more holiday gatherings this year than in 2017.
The study found that this group—not surprisingly—is more likely than their older cohorts to host such parties. For example, roughly six in 10 young millennials said they plan on hosting a Thanksgiving meal. In contrast, roughly four in 10 baby boomers said the same.