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.

More like this:

• Why Olipop, Crocs, and Coach are feeling the Gen Z love
• Digital is influencing awareness and early consideration for Gen Z and millennial grocery buyers
• Creators have an outsize influence over Gen Z women’s beauty and wellness purchases
• Winning over Gen Z’s ‘me mentality,’ with Alo Yoga, Ulta Beauty, and more

More Chart of the Day:

• 8/31 - Our Amazon power rankings
• 8/30 - TikTok's time takeover
• 8/29 - Instagram remains king
• 8/28 - Digital commerce’s pay day
• 8/25 - Social video slows