Generational grocery shopping behavior in the UK - statistics & facts
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 purchasers of sustainable food and beverage products in the UK. While millennials are the largest generational cohort in the United Kingdom, narrowly surpassing Generation X, Generation Z’s shopping behavior is also something to watch as their disposable income increases.
In total, the grocery retail market in the UK is worth around 212 billion British pounds and is forecast to grow to new heights in the coming years. To capture an increasing share of this market, retailers need to understand the shopping habits and preferences of the up-and-coming generations and adapt their business models where possible.
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.Sustainable food shopping habits
Millennials and Generation Z in the UK accounted for 61 percent of the total sustainable food and non-alcoholic drinks market. By 2027, this figure is forecast to increase to 64 percent, with Generation Z experiencing the highest growth. Food retailers and brands should continue to increase their eco-friendly offerings to feed the hunger for sustainable consumption.In total, the grocery retail market in the UK is worth around 212 billion British pounds and is forecast to grow to new heights in the coming years. To capture an increasing share of this market, retailers need to understand the shopping habits and preferences of the up-and-coming generations and adapt their business models where possible.
