Be where the shopper is

Only 27% of Gen Z shoppers in Europe – and even as low as 15% in the UK and 16% in Italy – are sure to not buy any FMCG online. Key channels for online purchasing remain supermarkets, drugstores and market places. Upcoming online channels are strongly driven by convenience and therefore popular with Gen Z: for example, 23% of young shoppers use flash delivery, in France even 43%. Also, in near-FMCG, big online retailers thrive: 38% of young shoppers across Europe have shopped at Amazon in the past six months, followed closely by Temu and Ali Express.