CPG and Grocery Product Discovery 2023

Gen Zers and Millennials Have Transformed the Customer Journey

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.

Here’s what’s in the full report


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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


Blake Droesch


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

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