How retailers catch Gen Z

When choosing a retailer, older shoppers primarily look for fair prices, good quality of fresh food, attractive promotions – and a good range of private labels. Young shoppers are more broadly influenced when it comes to choosing a retailer: Besides price, quality and promotions – as with older shoppers –, other factors count as well, especially aspects of lifestyle. Does a retailer enable their lifestyle needs? These include, foremost, a healthy living, but also the wish for sustainable choices, inspiration, personalization and a satisfactory online user experience.

The dominant expectations and choice drivers – in the context of health – are fair prices for healthy options, followed by a clear list of ingredients, rewards for healthy behavior and the investment in healthy innovations. A ban of unhealthy advertising is less relevant according to younger shoppers.