Gen Z, the new generation of consumers, has distinctive grocery shopping habits, spending an average of $269 per month on groceries in 2022. 

A significant portion of this, $85 per month, is allocated to online grocery purchases, reflecting their tech-savvy nature. With 44% of Gen Z shoppers ordering groceries online at least once a week, they make around 4.5 regular grocery trips per month. 

To delve into the preferences and tendencies of this generation, I’d like to share the most important Gen Z grocery shopping habits that are crucial to note immediately. 🛒📱

Gen Z Grocery Shopping Habits: The Key Data

  • 44% of Gen Z shoppers order groceries online at least once a week, compared to 42% of Millennials.
  • Gen Z makes 4.5 regular grocery trips per month.
  • Gen Z grocery shoppers spend 20% of their money online.
  • In 2022, Gen Z spent an average of $269 per month on groceries.
  • 58% of Generation Z customers expect to do more in-store shopping.
  • 51% of Generation Zs make grocery lists before making purchases.
  • Gen Z adults (77%) are willing to try new brands, especially when shopping for groceries.
  • 73% of Generation Z consumers are willing to pay 10% more for environmentally friendly products.
  • Gen Z households spend an average of $85 per month on groceries purchased online.
  • 42 percent of Gen Z shoppers said they use a digital grocery list.

Sources: (Chicory, PR Newswire, FMI, Retail Space Solutions, STCR, Quoodo, Morning Consult, First Insight, Chain Storeage.)

Online Grocery Trend: 44% of Gen Z, 42% of Millennials Shop Weekly.

Important takeaway:

Insight from DataRationale
Gen Z slightly outpaces Millennials in weekly online ordersWith 44% of Gen Z ordering online weekly, compared to 42% of Millennials, there’s a gentle upward trend in younger generations’ inclination towards digital grocery shopping.
Digital grocery shopping is a mainstream trend among younger generationsBoth percentages being over 40% emphasize that online grocery shopping is not a niche habit but a prevalent trend among these cohorts.
Retailers must prioritize digital platformsGiven the significant portion of both generations using online platforms, it’s imperative for retailers to maintain and innovate their digital offerings to cater to this demand.

Source: Chicory

Gen Z Frequents Grocers: 4.5 Trips Monthly.

Important takeaway:

Insight from DataRationale
Gen Z maintains consistent in-store visitsAveraging 4.5 trips per month suggests that despite digital inclinations, Gen Z still values and engages in traditional in-store shopping.
Physical stores remain relevant for younger generationsThis frequency underlines the importance of brick-and-mortar establishments in catering to Gen Z’s shopping habits and preferences.
Retail strategies should encompass a hybrid approachGiven Gen Z’s blend of online and offline shopping, retailers must offer integrated and seamless experiences to meet their diverse shopping needs.

Source: PR Newswire

20% of Gen Z Grocery Expenditure Goes Digital.

Important takeaway:

Insight from DataRationale
Gen Z allocates a significant portion to online spendingAt 20%, this signifies that online grocery shopping isn’t just a convenience, but a substantial component of Gen Z’s purchasing behavior.
Traditional grocery channels capture the majority shareWhile online spending is notable, 80% of their expenditure still happens offline, highlighting the enduring relevance of physical stores for this demographic.
A balanced omnichannel approach is imperativeTo capture the entirety of Gen Z’s grocery market, retailers must ensure both their online and offline channels are optimized and integrated.

Source: FMI

Monthly Splurge: Gen Z Puts Down $269 on Groceries in 2022.

Important takeaway:

Insight from DataRationale
Gen Z has substantial monthly grocery expendituresAn average spend of $269 suggests that Gen Z, despite their youth, plays a significant role in the grocery market landscape.
Their spending power can influence market trendsGiven this considerable monthly expenditure, Gen Z’s preferences and habits can drive shifts in product offerings and marketing strategies.
Retailers must focus on Gen Z-centric strategiesUnderstanding and catering to the needs and desires of Gen Z shoppers will be crucial for businesses aiming to capture a share of this expenditure.

Source: Retail Space Solutions

In-Store Resurgence: 58% of Gen Z Predict Increased Physical Store Visits.

Important takeaway:

Insight from DataRationale
Majority of Gen Z anticipates increased in-store shoppingThe 58% statistic underscores a surprising counter-trend, given the digital age’s push towards online commerce.
Physical retail remains crucial despite digital growthDespite the rapid growth of e-commerce, there’s a clear indication that brick-and-mortar experiences are still valued by younger generations.
Retailers should invest in enhancing in-store experiencesTo cater to this trend, retailers must focus on offering unique, engaging, and value-driven in-store experiences to attract and retain Gen Z customers.

Source: STCR

Preparedness: 51% of Gen Z Shoppers Curate Grocery Lists Ahead.

Important takeaway:

Insight from DataRationale
Over half of Gen Z shoppers are plannersWith 51% creating grocery lists, it signifies a methodical and premeditated approach to shopping among this generation.
Opportunity for list-integrated shopping solutionsThis prevalent habit indicates potential for retail innovations that integrate or enhance the list-making process, such as apps or in-store tech solutions.
Retailers can strategize based on list-making behaviorsKnowing that a substantial portion of Gen Z shoppers rely on lists allows retailers to design promotions, layout, and marketing tactics to align with planned purchasing.

Source: Quoodo

Brand Adventurers: 77% of Gen Z Open to New Grocery Brands.

Important takeaway:

Insight from DataRationale
Gen Z exhibits strong openness to brand experimentationA striking 77% indicates that brand loyalty, while important, can be overridden by other factors, such as value, novelty, or sustainability among this cohort.
Grocers have an opportunity for product diversificationThis willingness to explore new brands suggests that retailers can benefit from introducing a diverse range of products and brands in their stores.
New brands can target Gen Z for market entryFor emerging brands, Gen Z represents a promising demographic to introduce new products to, given their receptivity to trying something different.

Source: Morning Consult

Eco-Spend: 73% of Gen Z Would Pay 10% Extra for Green Products.

73% of Generation Z consumers are willing to pay 10% more for environmentally friendly products

Important takeaway:

Insight from DataRationale
Environmental values strongly influence Gen Z’s purchasingWith 73% willing to pay a premium for eco-friendly products, it’s evident that environmental considerations hold significant weight in their purchasing decisions.
Price elasticity exists for sustainable productsThe readiness to pay 10% more indicates that Gen Z views the added cost as a justifiable investment towards a sustainable future.
Brands must prioritize sustainabilityCompanies looking to appeal to Gen Z should emphasize and integrate eco-friendly practices, both in product development and marketing strategies.

Source: First Insight

Digital Basket: Gen Z Households Average $85 on Online Grocery Purchases.

Important takeaway:

Insight from DataRationale
Gen Z invests significantly in online grocery shoppingAn $85 monthly average emphasizes Gen Z’s comfort and reliance on digital platforms for essential purchases like groceries.
Digital channels can’t be overlookedThis spending amount suggests that e-commerce isn’t supplementary but integral for reaching and serving Gen Z consumers effectively.
Opportunities exist for tailored online grocery experiencesRetailers should seek to enhance the online shopping experience, ensuring it caters to Gen Z’s preferences and needs to capture a share of this expenditure.

Source: Chain Storeage

Digital Age Grocers: 42% of Gen Z Adopts Digital Grocery Lists.

Important takeaway:

Insight from DataRationale
Gen Z leans towards technological integration in planningThe fact that 42% use digital grocery lists highlights Gen Z’s inclination to merge traditional tasks with modern digital tools.
Potential to enhance digital grocery shopping platformsThis behavior signals an opportunity for retailers to integrate and enhance list-making features in their online shopping platforms.
Importance of a seamless digital-to-physical transitionFor brick-and-mortar stores, ensuring compatibility between digital lists and in-store layouts can optimize Gen Z’s shopping experience.

Source: PR Newswire

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