Gen Z Most Likely to Shop Online

Roughly 84 percent of Gen Z shoppers grocery shop online at least occasionally, compared to 67 percent overall, according to a report from The Food Industry Association (FMI). In a blog post about Gen Z’s shopping patterns, Lucinda Pierce, research and insights specialist at FMI, elucidates their shopping patterns.

“As a member of Gen Z, ecommerce as a shopping method has been around longer than it hasn't,” said Pierce. “This familiarity with digital touchpoints, paired with a desire for efficiency, makes online shopping a necessity rather than a choice for meeting…grocery needs.”

Despite Gen Z shoppers being more likely to shop online, they don’t necessarily spend a larger portion of their grocery budget through digital channels: online shopping only accounts for 24 percent of their overall weekly grocery spend, commensurate with grocery shoppers overall, who average 21 percent.

The report also found that the generation tends to leverage digital capabilities for convenience, including subscription-based services. Fifty percent of Gen Z shoppers have subscribed to at least one online subscription in the last year, compared to only 26 percent of shoppers across generations. Full Story