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Gen Z Grocery Shopping Snapshot

Gen Z is decidedly digital-first. They have no memory of a time without mobile phones, social media, and online shopping. So it’s not surprising that their grocery shopping habits vary significantly from those who came before them. Let’s take a look at how they browse and buy groceries online and in-store.

Where Gen Z Shops for Groceries

There’s no doubt online grocery shopping is growing among Gen Z’ers. But brick-and-mortar grocery is still alive and well. 

of Gen Z have made an online grocery purchase within the last three months.
0 %
have made an in-store grocery purchase in the same time period.
0 %

Gen Z’s Online Grocery Shopping Habits

Gen Z’ers shop for groceries online for myriad reasons. But they’re not always defaulting to their tried-and-true products. 

stick closely to a list when shopping for groceries online.
0 %
are open to buying new products when shopping for groceries online.
0 %
Top Reasons They Shop for Groceries Online
Time savings
73%
Ease of comparing products and prices online
42%
Ease of accessing product information, including reviews
41%
Avoiding impulse purchases that happen in-store
40%

The Influence of Ratings and Reviews on Gen Z’s Online Grocery Shopping Behavior

Gen Z consults ratings and reviews across just about every product and service category. Grocery is no exception. 

of Gen Z’ers read reviews when shopping online for groceries at least sometimes.
0 %
say ratings and reviews increase their likelihood of clicking through to a product page.
0 %
are more likely to purchase a grocery item online they’ve never purchased before if there are customer reviews available for it.
0 %

The Value of Other Types of User-Generated Content for Online Grocery Shoppers

Increasingly, Gen Z’ers depend on other types of UGC to make informed grocery purchases. 

of Gen Z’ers say that Q&A would be useful when deciding whether or not to purchase a grocery item online.
0 %
say it would be useful to see customer-submitted imagery.
0 %
feel that user-submitted video would be helpful.
0 %

Gen Z’s In-Store Grocery Shopping Habits

The majority of Gen Z’ers continue to purchase at least a portion of their groceries in brick-and-mortar stores. Oftentimes, they reach for their phones while navigating the store aisles. 

Top Ways Gen Zs Use Their Mobile Phones When Shopping In-Store
Find or redeem coupons
73%
Read product ratings and reviews
68%
Search for competitor prices
59%
Review shopping lists
56%
Browse recipes
45%
Call/text a family/friend for opinions
40%

The Impact of Reviews on In-Store Grocery Shopping

Gen Z’ers want access to ratings and reviews when shopping in brick-and-mortar grocery stores. And, the presence of this content can positively impact purchase behavior. 

of Gen Zs are at least somewhat interested in accessing ratings/reviews when considering a new grocery product in a store.
0 %
are more likely to buy an unknown grocery item in-store after reading reviews for it.
0 %
This research is taken from our Grocery and CPG: Key Shopping Trends in 2023, a survey of 17,683 US consumers fielded in April 2023.

Check out the survey hub for further insights.
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