Generational grocery shopping behavior in the UK - statistics & facts

Generational cohorts are a set of individuals born within a specific timeframe and who typically share the same life experiences as they grow up. Generations tend to, therefore, develop similar behaviors in various areas of life. The way in which consumers shop for food is no exception, with each generation displaying different preferences for shopping locations, channels, and sustainable shopping habits. Millennials are the largest generational cohort in the United Kingdom, narrowly surpassing Generation X.

The grocery retail market in the UK is worth around 212 billion British pounds and is forecast to grow to new heights in the coming years. In order to capture an increasing share of this market, it is important to understand the shopping habits and preferences of the up-and-coming generations.

Grocery shopping channels

Older shoppers in the UK have a clear preference for the traditional supermarket when choosing where to buy their food supplies. Over 90 percent of both baby boomers and Generation X survey respondents stated supermarkets as their usual food shopping location of choice. This figure drops to 76 percent for millennials and 78 percent for Generation Z. Unsurprisingly, Generation Z, the only generation to have been exposed to digital technology from a very young age, were the group most likely to regularly shop for groceries online. Looking into future shopping location preferences, over 50 percent of Gen Z and young millennial survey respondents envision their grocery shopping to be mainly in-store and partly online in two years’ time. This suggests that the traditional brick-and-mortar food store will not be made redundant any time soon, despite an increasingly digitally savvy population.

Sustainable food shopping habits

Sustainable, organic, and eco-friendly are all buzz words in the food industry. But which consumers are willing to foot the bill for the traditionally pricier options? According to a recent survey, Generation Z respondents were the most likely to be purchasers of sustainable food and beverage products in the UK. The older the respondent, the less likely they were to purchase suchs goods. In 2022, millennials and Generation Z in the UK accounted for 61 percent of the total sustainable food and non-alcoholic drinks market. By 2027, this figure is forecast to increase to 64 percent, with Generation Z experiencing the highest growth. Food retailers and brands should continue to increase their eco-friendly offerings in order to feed the hunger for sustainable consumption.
This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.
Published by Emma Bedford, Dec 20, 2023

Key insights

Expenditure on food and non-alcoholic drinks in the UK
126.74bn GBP
Average weekly expenditure per capita on food and drink in the UK
41 GBP
Value of grocery retail in supermarkets in the UK
91bn GBP
Get more insights

Editor’s Picks Current statistics on this topic

Population of the United Kingdom from 1990 to 2022, by generation

Population

Population of the UK 1990-2022, by generation

Grocery shopping by type in the United Kingdom as of December 2023, by generation

Food & Nutrition

Grocery shopping by type in the United Kingdom 2023, by generation

Market share of generations in the sustainable food & non-alcoholic beverage market in the United Kingdom in 2022 and 2027

Food & Nutrition

UK: Generational share of the sustainable food & drinks market in 2022 and 2027

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Food industry in the UK

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Generation Z

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Overview

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Sustainability

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Sustainability

Online food shopping

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Generational grocery shopping behavior in the U.S.
Generational grocery shopping behavior in the U.S.
Online shopping behavior in the United Kingdom (UK)
Online shopping behavior in the United Kingdom (UK)
Food shopping behavior in the United Kingdom (UK)
Food shopping behavior in the United Kingdom (UK)
Online grocery shopping in the United Kingdom (UK)
Online grocery shopping in the United Kingdom (UK)
Food industry in the United Kingdom (UK)
Food industry in the United Kingdom (UK)

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