Generational grocery shopping behavior in the UK - statistics & facts

The grocery retail market in the UK is worth around 205 billion British pounds and is forecast to grow to new heights in the coming years. In order to capture an increasing share of this market, it is important to understand the shopping habits and preferences of the up-and-coming generations.

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 87 percent for millennials and 81 percent for Generation Z. Unsurprisingly, Generation Z, the only generation to have been exposed to digital technology from a very young age, were the group most likely to regularly shop for groceries online. Looking into future shopping location preferences, over 50 percent of Gen Z and young millennial survey respondents envision their grocery shopping to be mainly in-store and partly online in two years’ time. This suggests that the traditional brick-and-mortar food store will not be made redundant any time soon, despite an increasingly digitally savvy population.

Sustainable food shopping habits

Sustainable, organic, and eco-friendly are all buzz words in the food industry. But which consumers are willing to foot the bill for the traditionally pricier options? According to a recent survey, Generation Z respondents were the most willing to pay more for environmentally friendly products, followed by millennials. In 2021, millennials and Generation Z in the UK accounted for 55 percent of the total sustainable food and non-alcoholic drinks market. By 2025, this figure is forecast to increase to over 60 percent, with Generation Z experiencing the highest growth. Food retailers and brands should continue to increase their eco-friendly offerings in order to feed the hunger for sustainable consumption.

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