Gen Z is the individuals born from 1997 to 2012. They’re considered to be the “next generation” for online shopping in general and for grocery shopping in particular, with over eight in ten of Gen Z in the US shopping for groceries.
In this report, Field Agent dug deeper into the attitudes and behaviors of Gen Z grocery shoppers in the US from an angle with potentially enormous implications for thousands of brands and retailers to answer two main questions:
The report also reviews the grocery retailers and grocery-shopping methods that appeal most to Gen Z, the grocery brands that enjoy the loyalty of next-generation shoppers, and the shopping priorities matter most to Gen Z grocery shoppers.
Data in this report was driven from a mobile survey of 775 Gen Zers, shoppers aged18-22-year-old, in the United States. The sample of the study was divided between males and females.
For comparison purposes, Field Agent also surveyed 1,303 40-60-year-olds who represent, roughly, the age of Gen Z’s parents.