Gen Z: the new center of gravity of food retailers.
Generation Z now includes consumers aged 13 to 28 and represents a colossal purchasing potential, estimated at $12 trillion by 2030. They are the most connected, influential, and numerous generation in history.
Beyond price and quality, Gen Z is attentive to product sourcing, sustainability, and health-related attributes.
A Seamless Blend of Digital and Physical
Contrary to popular belief, Gen Z doesn’t rely solely on e-commerce: they want everything — a fluid, omnichannel experience.
→ 90% of shoppers mix online and in-store purchases
→ More than half plan their shopping via mobile apps before heading to the store
For Gen Z, the quality of a store’s app or website is just as important as the physical retail space: 41% consider this a decisive factor.
The Power of Influencers and Social Media
Social platforms have become essential drivers of purchasing behavior:
- Over 80% of consumers are likely to buy a product recommended by a content creator, according to a study by Inmar.
- TikTok Shop, Instagram, and livestreaming events greatly accelerate product discovery.
Retailers are increasingly investing in these channels — as long as they work with genuinely credible and effective influencers. According to the same study, 73% of consumers trust content creators more than traditional advertisements.
Targeted Promos and Digital Loyalty Programs
Traditional coupons no longer resonate with this generation. Instead, digital promotions, real-time offers, and loyalty programs integrated within apps are widely embraced by younger shoppers.
Key Takeaways for Retailers
Develop a full 360 strategy: ensure a seamless experience between website, app, and store.
Enhance your mobile app: add interactive shopping lists and real-time inventory visibility.
Invest in social commerce: TikTok Shop, Instagram Live, and influencers who truly connect with Gen Z.
Champion your values: focus on transparency, sustainability, cultural diversity, and ethical production.
Modernize promotions: incorporate digital offers, personalized push notifications, and app-based gamification.
Generation Z is rewriting the rules of retail — demanding, digital-native, engaged, and highly influential. To attract and retain them, retailers must combine smart technology, high-quality mobile experiences, authentic content, and seamless customer journeys — both online and in-store. Their massive purchasing power makes them a strategic priority: those who adapt first will have the strongest competitive edge.
