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.