DULUTH, Minn. – Millennials aren’t just shoppers, they are “vocal customers,” who “influence the purchases of others,” according to a U.S. Chamber of Commerce Foundation report, the Duluth News Tribune reports. This demographic has influenced many new grocery shopping trends.

One major change has been that millennials use recipes while shopping and keep far fewer pantry staples, with ingredients purchased for one meal. This group also shares shopping nearly equally between males and females, with men accounting for more than 40% of household grocery shopping.

Millennials also tend to shop at multiple stores other than traditional supermarkets, including convenience stores, big-box retailers and specialty locations. Grocery stores have started to change into “grocerants” to attract these consumers becoming a combination of restaurant and grocery store.

Food selections have become more diverse with lower-priced value foods and high-cost specialty foods in the same store, as well as to include more prepared foods and products that address specific diets like gluten-free and low-sodium. Stores are also providing more information for shoppers to access via smartphones with QSR codes and digital coupons.