California grocery chain is a Boomer favorite in 2026

The divide between Baby Boomers and Millennials has made its way to the frozen aisle.

California-based grocer Trader Joe’s has been ranked the most popular grocery chain among older shoppers, with a popularity score of 69%, according to a new analysis by YouGov.

But that doesn’t necessarily mean it’s the store they shop at most.

In the analysis, the popularity score refers to the percentage of people who hold a positive opinion of the store.

The report showed that millennials preferred the multinational grocery chain Aldi over Trader Joe’s. The store holds a popularity score of 70% with millennials.

Aldi was also the most popular store among Gen Xers, with a popularity score of 77%. Among all adults, Aldi also ranked as the most popular with a score of 65%.

Convenience favorite 7-Eleven was the second most popular grocer overall at 63%, followed by Trader Joe’s at 60%.

The analysis doesn’t give a reason for Trader Joe’s popularity among Boomers, but there a few unique things about the chain that make it stand out.

Trader Joe’s is known for its remarkably friendly staff, so much so that the chain has been subject to longstanding rumors that their employees are trained to flirt with shoppers.

“It’s a place where actual human people are happy to help you, there’s no self-checkout, and almost no computers anywhere. Very old fashioned,” one Redditor wrote about the chain.

“It’s a youthful vibe with a lot of trendy products that appeal to the influencers, but it’s super welcoming to the older crowd who like to shop the old fashioned way.”

The chain is also known for its smaller stores compared with other grocers.

California Trader Joe’s fans will soon have more locations to visit. The market is planning to open three new locations in the Golden State, according to its website.

This summer, Trader Joe’s announced upcoming stores in Clairemont-San Diego (3962 Clairemont Mesa Boulevard), Leucadia in Encinitas (1590 Leucadia Boulevard), and Riverbank near Modesto (2135 Claribel Road). Opening dates for the stores have not yet been revealed.

The chain also opened a location in Paso Robles (2457 Golden Hill Rd) in late July.

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