<p>By: Allison Febrey, Manager, Research & Insights, FMI</p><img src="https://www.fmi.org/images/default-source/2015-community-outreach-awards-fb/infographic-gen-z-and-millennial-shopping.png?sfvrsn=e024aacb_1" style="float:right;margin:10px;" sf-constrain-proportions="true" sf-custom-thumbnail="true" class="-align-right" width="500" alt="Infographic Gen Z and Millennial Shopping" sf-size="100" /><p>As a young Millennial, I find myself wondering how similar, or dissimilar, I am to Gen Z. While only a few years separate us, we are in different stages in life. I am a few years into my career, married, and a homeowner. On the other side, much of Gen
Z is just graduating from college, entering the workforce, and figuring out how to live on their own. It’s curious how only a few years of difference can affect our grocery shopping habits. To learn more about how Gen Z is grocery shopping,
I turned to <a href="https://www.fmi.org/our-research/research-reports/u-s-grocery-shopper-trends"><i>U.S. Grocery Shopper Trends 2023</i></a> series and the <i>Shopping Trends</i> report.</p><h5>Where Gen Z Grocery Shops</h5><p>While overall, consumers shop at Supermarket and Mass channels, Gen Z is less likely to shop at Supermarkets than other generations. In the past 30 days, only 70% of Gen Z have shopped at a Supermarket, but 84% of Gen Z have shopped at a Mass store. As
they adjust to adulthood, Gen Z may be finding the convenience of tackling all their errands, grocery or otherwise, at one store valuable. </p><h5>Gen Z and Online Grocery Shopping</h5><p>Gen Z is also shopping for groceries online more frequently than other cohorts. Gen Z comprises 11% of online-reliant shoppers, up from 6% in 2022. They also spend 20% of their grocery shopping dollars online. Boomers, on the other hand, only spend 10%
of their grocery shopping dollars online. Gen Z has grown up with the internet, so they are certainly comfortable shopping online in general. </p><h5>More Alike Than Different</h5><p>Here is a commonality I share with Gen Z—both Gen Z and Millennials are more likely to enjoy grocery shopping than older generations. In fact, 48% of Gen Z likes or loves grocery shopping, compared to only 29% of Boomers/Matures. Personally, I enjoy
finding new products or getting inspired to cook something new while grocery shopping. </p><p><a href="https://www.fmi.org/our-research/research-reports/u-s-grocery-shopper-trends" class="button">Download U.S. Grocery Shopper Trends 2023, Shopping Trends</a> </p>
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