NEW YORK CITY – How can supermarkets attract the newest generation of grocery shoppers, the much-publicized millennials, and turn them into loyal customers? That’s probably the biggest strategic question facing retailers today, and new research suggests that the answer may be found in the fresh departments along the store perimeter.

A new survey by the Private Label Manufacturers Association (PLMA) reveals that millennials love food but want it done their way. Fresh and healthy foods are at the top of their shopping lists, while prepared and portable foods are also very popular.

These food choices reflect a distinctive way of eating. For millennials, eating is largely unscheduled. They incorporate food consumption—whether meals, snacks or bites—into a variety of everyday activities, ranging from work and play to exercise and commuting, according to the research in PLMA’s latest report “How America’s Eating Habits Are Changing.”

“Store brands remain the retailer’s most potent weapon in developing strategies for this age group. It offers flexibility and opportunities to be creative with product assortment and concept without waiting for national brands. But it requires an understanding of what this age group likes and will buy,” said Brian Sharoff, PLMA president, in a press release.

Reflecting their on-the-go eating habits, 33% “always or frequently” purchase heat-and-eat food from the supermarket, 29% pick up prepared or ready-to-eat food, and 27% buy grab-and-go prepared food items from a source such as a supermarket or convenience store. Millennials are a generation of nibblers and experimenters, so in-store sampling and demonstrations are popular.