90% of Millennials Feel the Squeeze at Grocery Stores as Financial Strain Mounts, PYMNTS Data Shows

PYMNTS Intelligence’s March 2026 report, “The Millennial Money Squeeze,” found that millennials face an average of 3.4 cost pressures, compared with 2.6 for baby boomers and older consumers. These consumers, many of whom are starting families, are grappling simultaneously with food, childcare and education expenses. The data came from the Generational Pulse Report, which did not disclose dollar amounts.

PYMNTS reported on April 16, 2026, that the share of millennials feeling pressure at grocery stores rose 11 percentage points, from 79% in October 2025 to 90% in January 2026. Another 22% were using at least four coping strategies at once, but the share who considered those measures effective fell 15 percentage points, from 47% to 32%, indicating that both results and confidence continued to weaken even after budget adjustments.