May 22, 2026
Higher grocery prices are continuing to reshape how many Canadians shop for food, but younger shoppers aren’t necessarily responding by simply spending less.
New research from Cashew Research suggests many Millennials are becoming far more strategic about how they manage grocery costs, using a mix of meal planning, loyalty programs, price tracking and selective spending to stretch household budgets further.
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The survey, which polled 783 Millennial shoppers across Canada and the U.S., found that 68% are cooking at home more often than they were a year ago, with more than half saying saving money is the main reason. “This is a generation under pressure that has moved quickly into solutions mode,” said Addy Graves, CEO of Cashew Research, in a statement.
Grocery shopping is becoming more calculated
The findings show that many Millennials are approaching grocery shopping less as a routine errand and more as an ongoing budgeting exercise.
According to the survey, shoppers are increasingly splitting purchases across multiple stores, combining loyalty rewards, coupons, sale tracking apps and advance planning to reduce costs. Rather than relying on a single strategy, many appear to be layering several together at once.
The report also found that 59% of Millennials are deliberately “splurging and saving” within the same grocery trip — spending more on items they value while cutting back elsewhere.
That balancing act reflects a broader shift in consumer behaviour as food prices remain elevated even after overall inflation has cooled from recent highs.
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Social media is shaping grocery carts, too
At the same time, price isn’t the only factor influencing purchasing decisions.
Cashew’s survey found that 78% of respondents had purchased a food item specifically because they saw it on social media. That suggests platforms like TikTok and Instagram continue to shape grocery trends, even as consumers become more budget-conscious.
For many shoppers, affordability and experimentation now appear to coexist. Consumers may be cooking at home more to save money, while still trying new ingredients, recipes or trending products discovered online.
Millennials are finding new ways to stretch grocery budgets
The findings add to a broader pattern emerging across Canadian households as living costs remain elevated.
Recent inflation data from Statistics Canada showed grocery prices were still rising 4.4% year over year in March, outpacing headline inflation. Fresh vegetable prices climbed 7.8% over the same period. For many households, cooking at home more frequently has become one of the clearest ways to offset those higher costs.
But rather than abandoning spending altogether, the Cashew survey illustrates how many Millennials are adapting by becoming more selective, research-driven and intentional about where their grocery dollars go.
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Steven Brennan is a freelance finance writer based in Vancouver, BC. He holds a BA and an MA from Maynooth University, Ireland. His work regularly appears at Canadian Mortgage Trends, Lowest Rates, Loans Canada and other Canadian and US brands, while also working as a ghostwriter for financial influencers.
