Consumer Behavior

Gen Z consumer all about groceries, embracing online deliveries

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June 6, 2023

The younger Gen Z consumer, those 18 to 20 years old, most likely use their own money for dining, apparel and groceries and, as they become older, groceries are the top purchase category (72%) for those between the age of 24 and 26 years old.

Those are findings from Numerator research that tracks purchase data to understand shifts in consumer behavior and are found in the company's "Zooming in on Gen Z Buyers," report, according to a press release.

Additional findings include:

• As Gen Z shoppers look for savings and convenience, they increasingly turn to online and dollar channels for CPG products, and 30% of 24-26 year olds said deliveries from online stores are convenient, compared to 15% of 18-20 year olds.
• 45% of Gen Z consumers use their mobile device six or more hours per day (61% more likely than all consumers), and 29% say they browse products on social media (38% more likely than all consumers).