Introduction

Each generation develops different attitudes and behaviors, very much based on experience and current life conditions. Following the millennials, the youngest shoppers on the scene belong to Generation Z (Gen Z) – ages 10 to 30 years –, growing up to take their own decisions.

So, what describes these digital natives and their shopping behavior? What are their concerns, which topics trigger them, and what are the implications for FMCG?

This Shopper Perspectives Paper highlights Gen Z and generational insights from the 2024 spring and fall editions of our bi-annual Behavior Change studies. This rolling analysis now includes 21 countries across Europe. In addition to this report, we also rely on some of our other established sources, such as our consumer panel insights and the 2024 edition of the Who Cares? Who Does? Health report.

YouGov provides detailed shopper insights for brands, retailers, and manufacturers. Our quality panel and survey data reveal customer motivations, behaviors, and patterns. Shopper intelligence solutions are backed by 60+ years of market research data, millions of purchase acts, and SKU-level data. We track shopper behavior over time in 1,500+ retail spaces and 130,000+ households across 18 European countries. Our experts analyze this data to help FMCG and retail brands understand their customers. With YouGov, you can enhance customer experiences at every stage of the purchase journey.

Lenneke Schils

Global Insights Director, YouGov

Julia Omini

Senior Insights Consultant, YouGov