<blockquote class="unquoted">This is the third installment in a new FMI blog series on Gen Z grocery shopping habits. This series will share compelling research and cover aspects ranging from shopping behaviors to attitudes about values.</blockquote><p>By Lucinda Pierce, Specialist, Research & Insights, FMI</p><img src="https://www.fmi.org/images/default-source/blog-images/online-subscription-meal.tmb-large-350-.jpg?Culture=en&sfvrsn=2abbd287_1" style="float:right;margin-bottom:10px;margin-left:15px;" class="-align-right" alt="Online grocery shopping" sf-size="100" /><p>As a member of Gen Z, e-commerce as a shopping method has been around longer than it hasn’t. With the frequency of my mail carrier’s deliveries, it’s hard to imagine a time when my needs weren’t just a click away. This familiarity with digital touchpoints, paired with a desire for efficiency, makes online shopping a necessity rather than a choice for meeting my grocery needs.</p><p>Others of my generation feel and shop the same as I do: 84% of Gen Z shoppers grocery shop online at least occasionally, compared to 67% overall.</p><p>While Gen Z does shop online more than other generations, they don’t necessarily spend more of their entire grocery budget online. Online shopping only accounts for 24% of their overall weekly grocery spend on par with grocery shoppers overall, who spend 21%.</p>[mg-blogcharts ids="1"]
<p>Gen Z looks for other digital avenues for convenience, such as online subscription-based services, which provide both food items and meal inspiration. Fifty percent of Gen Z shoppers have subscribed to at least one online subscription over the past year, compared to only 26% of shoppers overall.</p><p>Although I started using online shopping during the peak of the pandemic, I now rely on it for the complete experience it offers. My primary grocery store provides solutions, both digitally and in-store, and I love how it continually evolves to meet my needs I didn’t even realize I had. I don’t choose between online or in-store shopping but consider how online shopping can complement my needs.</p><p>To learn more please <a href="https://www.fmi.org/forms/store/ProductFormPublic/u-s-grocery-shopper-trends-2024-finding-value">download </a>the 2024 U.S. Grocery Shopper Trends report.</p><p><a href="https://www.fmi.org/forms/store/ProductFormPublic/u-s-grocery-shopper-trends-2024-finding-value" class="button">Download the Report</a> <a href="https://www.fmi.org/our-research/research-reports/u-s-grocery-shopper-trends" class="button-secondary">View the Website Experience</a></p>
[#item_full_content]
