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Sainsbury's Generation Game - how these tribes spend

By Mike Narouei, Content Producer at Boring Money

9 July, 2018

We've been explaining for a while now that different segments of the population - Money Tribes, if you will - spend and think about their money in different ways.

One way to illustrate this is their shopping habits.

We were impressed with a piece of research Sainsbury's did recently, analysing the shopping baskets of different generational groups.

Baby Boomers (Giving Grandparents (, some Intrepid Investors (

This is the generation of people born after the Second World War. Although there’s not a strict agreement on precise birth dates for this generation, Baby Boomers are generally considered to be those born between the mid-1940s and early to mid-1960s.

Baby Boomers have seen and been responsible for exciting changes and events in society. The older members of this generation were the movers and shakers of the Swinging Sixties; a decade that saw Beatlemania sweep the globe, the first colour TV pictures being broadcast in the UK, the introduction of credit cards and the first men on the moon.

Generation X (Tired Parents (, Wary Women (, Dependable Dads (, Everyday Entrepreneurs (, Distressed Divorced (, Suspicious Savers (

Generation X is those born between the mid-1960s and the very end of the 1970s. Sometimes called the MTV generation, they grew up in an era when Margaret Thatcher was Prime Minister, and are credited with having a work hard play hard attitude.

They take their name from the title of a novel by Canadian author Douglas Coupland, and our research found that they research purchases thoroughly - an approach that flies in the face of their characterisation as slackers. (

Millennials (Rebellious Renters (, some Everyday Entrepreneurs (, some Intrepid Investors (

Born between the early 1980s and the mid-1990s, Millennials were the first generation to come of age in the new millennium. They are digital natives, the first to use Facebook and a generation that expects to always be connected. A study by KPMG ( found a key difference in attitudes between Millennials and Generation X towards work-life balance; Gen X hoped for it, Millennials demand it.

Sainsbury's research shows their behaviour towards finances matches this. Their time outside of work is spent enjoying themselves; a high percentage of their disposable is used for socialising and eating out.

As you can see below, there are plenty more differences in the attitudes towards saving and spending between the generations.

So, let's see how their shopping baskets differ:

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Do you think these financial profiles ring true? Stay tuned for our next piece on millennial finance - whether the money spent now on the proverbial avocados will actually make a major difference in the long term.

With thanks to the Sainsbury's Bank Money Matters Blog