The NPD Group and the Jay H. Baker Retailing Center at the Wharton School of Business at University of Pennsylvania have collaborated on a study to determine generational differences in buying behaviors from Baby Boomers to their Millennial children. Here are three key trends they discovered.

The new concept store, 365 by Whole Foods, seeks to provide a grocery store with the Whole Foods quality, at a lower price point, in a smaller package for the simpler, less involved shopper. Sound like someone you know? Maybe a millennial? You’ve got it. 365 by Whole Foods isn’t just cheaper, but there are other overarching components that prove that it embodies the millennial mindset on a larger scale.