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.)
Table of Contents
Online Grocery Trend: 44% of Gen Z, 42% of Millennials Shop Weekly.
Important takeaway:
| Insight from Data | Rationale |
| Gen Z slightly outpaces Millennials in weekly online orders | With 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 generations | Both 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 platforms | Given 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 Data | Rationale |
| Gen Z maintains consistent in-store visits | Averaging 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 generations | This 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 approach | Given 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 Data | Rationale |
| Gen Z allocates a significant portion to online spending | At 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 share | While 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 imperative | To 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 Data | Rationale |
| Gen Z has substantial monthly grocery expenditures | An 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 trends | Given 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 strategies | Understanding 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 Data | Rationale |
| Majority of Gen Z anticipates increased in-store shopping | The 58% statistic underscores a surprising counter-trend, given the digital age’s push towards online commerce. |
| Physical retail remains crucial despite digital growth | Despite 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 experiences | To 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 Data | Rationale |
| Over half of Gen Z shoppers are planners | With 51% creating grocery lists, it signifies a methodical and premeditated approach to shopping among this generation. |
| Opportunity for list-integrated shopping solutions | This 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 behaviors | Knowing 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 Data | Rationale |
| Gen Z exhibits strong openness to brand experimentation | A 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 diversification | This 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 entry | For 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.
Important takeaway:
| Insight from Data | Rationale |
| Environmental values strongly influence Gen Z’s purchasing | With 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 products | The readiness to pay 10% more indicates that Gen Z views the added cost as a justifiable investment towards a sustainable future. |
| Brands must prioritize sustainability | Companies 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 Data | Rationale |
| Gen Z invests significantly in online grocery shopping | An $85 monthly average emphasizes Gen Z’s comfort and reliance on digital platforms for essential purchases like groceries. |
| Digital channels can’t be overlooked | This 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 experiences | Retailers 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 Data | Rationale |
| Gen Z leans towards technological integration in planning | The 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 platforms | This 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 transition | For brick-and-mortar stores, ensuring compatibility between digital lists and in-store layouts can optimize Gen Z’s shopping experience. |
Source: PR Newswire
