Shopping channel preference among U.S. millennials & Gen Z for groceries 2023

Published by
Kasia Davies,
Jan 14, 2025
In 2023, roughly the same percentage of Gen Z consumers in the United States (over 40 percent) said they would prefer to do most of their grocery shopping online as well as offline. Millennials, however, were more keen on shopping mostly online for groceries, given the choice.

Share of Gen Z and millennial consumers that would prefer to shop mostly online/in-store for groceries in the United States in 2023

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Sources

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Release date

May 2023

Region

United States

Survey time period

January to March, 2023

Number of respondents

minimum 1,000*

Supplementary notes

The source explains that missing percentage points to 100 percent make up the population with a neutral preference.

* The total sample size of 17,218 includes a minimum of 1,000 respondents in each of the 17 markets analyzed.

The release date is the date of access.

The source does not provide information on the original wording used during the survey. Thus, the wording chosen for this statistic may differ slightly from the one in the survey.

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