Sustainability, Quality Top Of Mind For Gen Z Grocery Shoppers
Generation Z consumers are focused on sustainability and quality when shopping for groceries, with many willing to spend more on products that reflect these values, according to a new survey from YouGov.
The survey of 1,023 adults between the ages of 18 and 27 found that 70% of respondents support climate-smart agricultural practices, with 55% willing to pay more for environmentally sustainable products. Additionally, more than half of Gen Z consumers prefer brands that prioritize lower environmental impacts or locally sourced foods.
Quality is also important for this younger generation. Eight in 10 survey respondents said they prioritize food quality in purchasing decisions, and 70% are willing to spend more on high-quality food.
The study also reinforces a growing demand among younger generations for clear information about sustainability to make informed purchasing decisions. Specifically, as climate change increasingly impacts consumer behavior, the findings revealed Gen Z is hungry for greater transparency regarding food sustainability and quality.
The study highlights that nearly three-quarters of Gen Z express concern about the future of our climate, and 68% feel they would benefit from more information from retailers about the sustainability of various food products.
Other notable findings in the survey include:
- Three-quarters of Gen Z view reducing food waste as essential for sustainability, yet only half prioritize sustainable packaging.
- Brand loyalty is increasingly tied to social responsibility, with 69% believing brands should advocate for a change in responsible sourcing, 66% preferring brands that give back to local communities, and 71% wanting brands to support their employees.
- More than 60% report stronger feelings about food sourcing and ingredient transparency compared to five years ago.
- 60% aim for healthy eating, health concerns motivate dietary restrictions for 53%. This indicates that emphasizing the health benefits of sustainable choices could better resonate with Gen Z.
