Retailers are starting to pay attention to the wants and needs of Generation Z – individuals born between 1997 and 2012. Much of this generation is still in college, however analysts have already begun exploring the ways this tech-savvy generation is going to change the future of shopping.
In a new report, market research company Field Agent surveyed 775 18-22-year-olds – members of Gen Z – that lived in the U.S. Baby boomers – aged 40-60, roughly the age of Gen Z’s parents – were also surveyed for comparison purposes.
Changing priorities
The newest generation is up-to-date on the latest technology – 26% own a smart speaker and 9% purchase merchandise using their smart speaker. That doesn’t mean that they aren’t buying groceries. More than 80% of Gen Z respondents said that they shared responsibilities or were the primary grocery shopper for their households.
The majority (95%) of Gen Z surveyed believe they will shop for groceries differently than their parents’ generation. They predict faster, easier in-store shopping and additional grocery delivery and pickup options that will change food shopping in the next 5-10 years.
“Currently we go to the store several times a week and just get what we need at that moment instead of planning ahead and stocking up like in most households that I have experienced,” one Gen Z respondent wrote when asked how their generation shops differently than the ones before it.
Splurge vs. skimp
Gen Z and baby boomers agree: meat quality is worth splurging on. Eggs? Gen Z were less concerned with quality, ranking the category as something they were okay skimping on.
The market research company asked respondents to identify the three foods where they thought it was most important to shop for quality and the three they were most likely to skimp on.
Gen Z selected meat (57%), chips/salty snacks (32%) and vegetables (31%) as their top splurges and breakfast cereals (35%), frozen meals (30%) and eggs (28%) as their top skimps. Baby boomers indicated they splurge on meat (66%), vegetables (38%) and coffee (32%), while skimping on chips/salty snacks (39%), seasonings (34%) and breakfast cereal (32%).
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