Sustainable, organic, and eco-friendly are all buzzwords in the food industry. But which generations are willing to foot the bill for the traditionally pricier options? According to a recent survey, Generation Z respondents were the most likely to be
in the UK. While millennials are the
, narrowly surpassing Generation X, Generation Z’s shopping behavior is also something to watch as their disposable income increases.
Grocery shopping channels
Older shoppers in the UK have a clear preference for the traditional supermarket when choosing where to buy their food supplies. Over 90 percent of both baby boomers and Generation X survey respondents stated supermarkets as their usual
food shopping location of choice. This figure drops to 76 percent for millennials and 78 percent for Generation Z. Unsurprisingly, Generation Z, the only generation to have been exposed to digital technology from a very young age, was the group most likely to regularly shop for groceries online. Among Gen Z,
Asda and Tesco were the top two online store brands for food shopping. This suggests that omnichannel retailers that offer both an in-store and online platform are still relevant in the midst of a
growing online grocery delivery market.
The role of loyalty in food shopping
The opportunity for to make savings on grocery shopping via loyalty schemes is a big pull for UK consumers. In fact, in 2024, over 80 percent of survey respondents in the UK stated that they were
members of a supermarket loyalty program, making supermarket schemes the most popular among other industries.
Millennials in the UK are the most likely to be influenced by loyalty programs, with just over 70 percent swayed by such programs when choosing where to shop.
Discount coupons and cashback rewards were the most popular types of loyalty benefits that millennials and Generation Z preferred in the UK. Supermarket retailers should focus on the availability and appeal of such rewards to keep young shoppers coming back.
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