Meet Generation Flex: the 13-28 year-olds who collapse traditional categories of the grocery shop. They’re influenced but intentional. They’re vegan-ish. They’re well-versed on the dangers of ultra-processed food - but still love a little treat.
From TikTok-fuelled cravings to flexitarian fridge raids, Gen Z is tearing up the traditional shopping list. This generation isn’t just changing what we eat – they’re changing how we shop, why we buy, and who we trust.
In our latest deep-dive, we go in-store with Gen Z to see through their eyes at point of sale, speaking with 300 UK shoppers and tapping into real-time video content for an unbiased perspective of the end-to-end supermarket experience. Via video diaries, they show us the brands, messaging, and media that motivates them.
So, what did we uncover? The five big forces shaping their shopping habits:
- Influencers and viral trends
- Flexi eating
- Ultra-processed indulgence
- Global flavours
- Value-led choices
This is grocery shopping – but not as we knew it.
