Gen Z more likely to discover grocery products on search than store shelves

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Key stat: 28.0% of Gen Z consumers have discovered grocery products via search engines, compared with 16.7% that have discovered products while browsing store shelves, per our forecast.

Beyond the chart:

  • Age is the determining factor in willingness to try new products, with millennials and Gen Zers being more likely to branch out than Gen Xers or baby boomers.
  • Younger generations are also more likely to discover new products via social media.
  • Brands that want to increase awareness and consideration among younger consumers must use digital channels to do so.

Use this chart:

  • Illustrate how different generations discover grocery products.
  • Identify where to focus top-of-funnel efforts.
  • Justify an omnichannel approach to grocery.

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