How to Win Over Gen Z

January 17, 2020 | Field Agent Mobile Research, Grocery
  • In regards to grocery, Gen Z is expected to shop differently than their parents, according to a report from Field Agent. When asked how their grocery shopping would change over the next 5-10 years, the top responses from Gen Zers included eating healthier, cooking "fresher," shopping for more people, using grocery pickup, and saving money.

    Gen Z's affinity for online ordering doesn't stop at restaurants, as 32% also expect to be shopping for groceries online in the next 5-10 years. "I'm sure online ordering will continue to grow and become the primary way of shopping," said one respondent.

    However, when they do cook, "cooking a meal completely from scratch" is preferred by 75% of respondents, versus cooking a meal using an all-in-one meal kit.

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Mobile Research, Grocery