CPG and Grocery Product Discovery 2023

Gen Zers and Millennials Have Transformed the Customer Journey

Report by Blake Droesch  | UPDATED: Dec 22, 2023
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Executive Summary
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Table of Contents
Executive Summary
Younger generations are more likely to try new grocery products.
Digital is influencing awareness and early consideration.
Video and social are top ad formats for younger generations of digital grocery buyers.
Methodology
Media Gallery
About This Report
Digital activity now plays a major role in product discovery, with younger generations driving sizable shifts in the way shoppers find new products.
Topics
Groceries & Consumer Products (CPG)
Consumer Behavior
US
Table of Contents
Executive Summary
Younger generations are more likely to try new grocery products.
Digital is influencing awareness and early consideration.
Video and social are top ad formats for younger generations of digital grocery buyers.
Methodology
Media Gallery

Grocery shopping is an increasingly omnichannel activity. Younger consumers are still more likely to try new products in-store, but digital behavior plays a prominent role in awareness and early consideration.

Key Question: How can brands and retailers drive consumer packaged goods (CPG) and grocery product discovery for Gen Z and millennial digital buyers?

KEY STAT: Gen Z digital grocery buyers represent the first generation that is more likely to discover products through online search than on store shelves.

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Table of Contents

  1. Executive Summary
  2. Younger generations are more likely to try new grocery products.
  1. Digital is influencing awareness and early consideration.
  2. Video and social are top ad formats for younger generations of digital grocery buyers.
  1. Methodology
  2. Media Gallery

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First Published on Aug 21, 2023

authors

Blake Droesch

Contributors

Suzy Davidkhanian
Principal Analyst, Retail & Ecommerce
Na Li
Director, Primary Research
Andrew Lipsman
Principal Analyst, Retail & Ecommerce