Grocery shopping is an increasingly omnichannel activity. Younger consumers are still more likely to try new products in-store, but digital behavior plays a prominent role in awareness and early consideration.
Key Question: How can brands and retailers drive consumer packaged goods (CPG) and grocery product discovery for Gen Z and millennial digital buyers?
KEY STAT: Gen Z digital grocery buyers represent the first generation that is more likely to discover products through online search than on store shelves.
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