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Younger shoppers are turning away from the convenience channel for their food and grocery needs, finds a new report by market research agencies HIM and MCA Insight.

The average age of shoppers in the convenience has risen to 48, with the share of shoppers under the age of 34 declining to 28 percent from the 30 percent of the year before.

As a result, impulse purchases are seeing a decline in the channel, the recently launched HIM UK Convenience Report 2019 notes.

Only 13 percent of shoppers made an impulse purchase this year, compared to 17 percent of shoppers in 2018.

However, shoppers aged 18-24 are the most likely to purchase on impulse in convenience, with 16 percent doing so in the last year.

“It may be cliché, but younger consumers are the shopper of the future, yet they under index in the convenience channel. Retailers need the support of wholesalers and suppliers to understand the needs of younger shoppers and the best ways of engaging them better,” said Blonnie Walsh, senior insight manager at HIM & MCA Insight.

The report also finds some ideas to drive footfall from younger shoppers, such as 18-24’s are 46 percent more likely to buy a meal deal compared to convenience average and 16 percent of Gen Z year olds and 23 percent of Millennials are currently following a high protein diet compared to only 6 percent of 45 – 54 year olds.