Seamless Shopping
40%
Different generations exhibit distinct shopping habits. Grocers must meet shoppers’ needs in-store while also offering new options to stay relevant with Gen Z and Alpha parents—the shoppers of tomorrow.
These tech-savvy consumers are driving online purchases and seeking ways to streamline the shopping experience. Retail sales are expected to accelerate over the next five years, with online channels outpacing brick-and-mortar growth across most categories.
Online grocery sales in particular will expand steadily through 2028, capturing a larger share of total grocery spending as fulfillment becomes faster and more integrated. In 2024, 62% of shoppers purchased in stores; 49% online.¹ But the gap between in-store and online continues to narrow.
of shoppers buy groceries online²
do all or
most grocery shopping online³
As online growth continues to skyrocket, businesses need to focus on where they can meet the opportunity and integrate technology for success.
Most shoppers still favor traditional brick-and-mortar grocery store trips.
Gen Z is most likely to skip the supermarket channel.
Gen Z and Millennials over-index when it comes to shopping supercenters, mass retailers, convenience stores and dollar stores.
Every Generation
One Store,
68%
More than
1 in 5
of shoppers increased the amount of money they spend online vs. a year ago⁴
for Every Generation
Click to
Learn more
The Path Forward
How can retailers create a store experience that resonates with every generation?
The Coca-Cola Company uncovered strategic insights to help decode today’s multigenerational shopper — starting with the fast-moving, hyper-connected world of Gen Z and Alpha Parents. CLICK EACH GENERATION TO GET TO KNOW THEM BETTER
Gen Z & Alpha Parents at a Glance
Millennials at a Glance
Love discovering what’s new and next
Quick-trip focused — want grab-and-go convenience without delays
Digitally Fluent to the Core
High online purchase rate⁵
Live and shop online
53% say digital prompts spark incremental sales⁶
Value Perception
Price-conscious but open to new products if the value is clear
Promotions matter: over one-third of NARTD dollars come from displays⁷
More trips, smaller baskets
Spend $4–$20 per trip⁹
Open to impulse purchases
and innovation
Experience Expectations
Displays are powerful:
38% of beverage buys come from out-of-aisle placements⁸
Speak their language: personalized, app-based engagement
Keep it fresh: new products, engaging experiences and transparent pricing
Trip Missions
Keys to Winning Them
X
Deliver convenience through value bundles
Strengthen loyalty with personalized promotions and digital offers
Keys to Winning Them
Balance fill-in, grab-and-go and stock-up trips
Strong demand for instant gratification with high adoption of same-day delivery
Trip Missions
They are responsive to displays and bundled value offers
2 out of 3 trips are “fill-in” or “grab-and-go”¹²
Experience Expectations
Value Perception
Seek affordable meal solutions
Highly engaged with loyalty rewards
Tend to split purchases into smaller, 6.3% more frequent trips¹¹
35% are adopting to click and collect—ordering online and and picking up at the store.¹⁰
Millennials often research and plan their purchases online and then buy in the store.
Shopping Style
X
Millennials at a Glance
Boomers at a Glance
Boomers at a Glance
Provide simplicity, trust and consistent promotions
Highlight clear value on essentials
Keys to Winning Them
Strongly over-index on stock-up trips
Stock-up = 12% of trips but 33% of spend¹⁵
Frequency declining → proactive action needed
Trip Missions
Prefer consistent, predictable store layouts
Less likely to make impulse purchases without clear value cues
Experience Expectations
Value Perception
Prioritize essentials and lean on stock-up trips
Contribute <3.4% of basket spend and <4.2% of units per trip¹⁴
44% digital penetration, with room to grow¹³
Value trust and simplicity; cautious of AI-driven scams
Digital on the Rise
X
Sources
ShopperScape
ShopperScape
ShopperScape
ShopperScape
Kantar Retail IQ, eCommerce Sales Projections; Numerator, NARTD Sales by Sub-Channel (Online); Repeat Rate by Subchannel; iSHOP, % Food Shoppers Buying Online, 12MMT June 2024
eMarketer, Digital Grocery Click & Collect and Delivery Penetration and Growth; Kantar RetailIQ Online and B&M Sales Projections, 2029E (Large Store)
NielsenIQ, 12MMT October 2024
Coca-Cola iSHOP, Trip Mission and NARTD/NAOU Conversion, Food Channel, June 2024
iSHOP June 2024 | Large Store+ and Grocery | Store Visits by Trip Mission, Expenditure by Trip Mission
eMarketer, Digital Grocery Click & Collect and Delivery Penetration and Growth; Kantar RetailIQ Online and B&M Sales Projections, 2029E (Large Store)
Numerator, Projected Sales and Units | Food Online Subchannel | 12MMT October 2024
Coca-Cola iSHOP, Trip Mission and NARTD/NAOU Conversion, Food Channel, June 2024
eMarketer, Digital Grocery Click & Collect and Delivery Penetration and Growth; Kantar RetailIQ Online and B&M Sales Projections, 2029E (Large Store)
Numerator, Insights Trended Metrics | Food Channel & Food (Online) | Total Store | 12MMT October 2024
Kantar Retail IQ, B&M and Online $ Sales Projections by Channels
To please consumers across all groups, grocers must deliver seamless, personalized experiences—fresh products and digital engagement for younger shoppers, value bundles and loyalty for Millennials, and simplicity and consistency for Boomers.
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Speak their language: personalized, app-based engagement
Keep it fresh: new products, engaging experiences and transparent pricing
Keys to Winning Them
More trips, smaller baskets
Spend $4–$20 per trip⁹
Open to impulse purchases
and innovation
Trip Missions
Love discovering what’s new and next
Quick-trip focused — want grab-and-go convenience without delays
Displays are powerful:
38% of beverage buys come from out-of-aisle placements⁸
Experience Expectations
Value Perception
Price-conscious but open to new products if the value is clear
Promotions matter: over one-third of NARTD dollars come from displays⁷
High online purchase rate⁵
53% say digital prompts spark incremental sales⁶
Live and shop online
Digitally Fluent to the Core