How Gen Z is changing the supermarket
sweep
We still can’t wrap our heads around the fact that people born in the early 2000s are full-fledged adults who, among other things, shop for their own groceries. Not only that, but they’re ordering same-day delivery to make viral recipes, mixing up tasty cocktails or mocktails, and changing the game for flexitarians everywhere (you can thank them for the influx of all the alt-protein options). Getting this media-savvy generation in a shopping mindset is easy, whether through social media, mobile-first interfaces, BNPL (buy now, pay later) services, or, yes, even brick-and-mortar spots. But capturing their attention spans with advertising is much harder.
In a quest to decode the whims of adult Gen Zers (ages 18 to 24), Amazon Ads conducted a study in partnership with Kantar that yielded some really interesting results, which we turned into a sweet li’l quiz. Answer the questions below to test your knowledge of this group’s food-spending and consumption habits—particularly when it comes to everyone’s favorite late Sunday afternoon pastime, grocery shopping.
Oof. Your score isn’t it. But have no fear—the internet isn’t going anywhere. There are truly endless opportunities to get in the know with how adult Gen Zers consume, listen, and do absolutely nothing.
Whether you’re a decision-maker for a big CPG brand or still fleshing out your pitch deck, Amazon Ads can help your company reach its grocery-marketing goals.
Amazon has the insights you need to build your brand and create campaigns that’ll reach the right audience at the right time, even if you don’t quite understand or relate to the demo you’re trying to reach. After all, there’s nothing worse than going to a new supermarket and not knowing where anything is, and the same should go for your marketing campaign.
Offline Mode
RESULTS
LEARN MORE
RESTART QUIZ
Okay, we you trying to stay in the loop. With so much going on and how quickly tastes and trends come and go, it’s fair that you missed a few. We’re here for the dedication.
Advertising solutions for the tepid adult Gen Zer are super accessible and, dare we say, hip, with the Amazon Ads service. Like omnichannel shopping experiences and solutions to reach these adult customers as they shop, the right product is just an arm’s length (or keyboard click) away.
Amazon has the insights you need to build your brand and create campaigns that’ll reach the right audience at the right time, no matter what demo you target—or retarget (your secret’s safe with us).
Zoomin’ on up
RESULTS
LEARN MORE
RESTART QUIZ
Alexa, play “Butter” by BTS. With a perfect or near-perfect score, we have no choice but to stan a bona fide member of adult Gen Z Knowledge Royalty.
When it comes to all-knowing masters (or maybe even members) of Generation Z’s adult crowd, Amazon Ads makes it easy to catch their eyes (and short attention spans). The easy-to-use service makes your job easier, letting you focus on more important things.
Amazon can help your company reach its grocery-marketing goals through omnichannel ad solutions and specific tools to deepen customer engagement. They’ll provide the road map so that your campaigns continue to reach the right audience at the right time, and even branch out into new markets, too.
Gen Z genius
RESULTS
LEARN MORE
RESTART QUIZ
8 / 8
78%
D
49%
C
53%
B
89%
A
Here at the Brew, we’re in the business of making relevant advertising content that inspires moments of discovery and
delight. What % of frequent adult Gen Z shoppers on Amazon
feel that advertisements are in step with their shopping needs?
Entertaining, non-cringe, sincere content goes a long way
when it comes to targeting adult Gen Zers who aren’t
afraid to express their scrutiny or excitement.
CORRECT!
8 / 8
It may be hard to stomach, but the reality is that
only 49% of Amazon’s adult Gen Z shoppers feel that
advertisements hit the mark when it comes to their
needs. Which is why non-cringe content
goes a long way.
GET IN LINE.
8 / 8
On a more serious note, if there’s one thing that unites this generation, it’s a passion for expanding their cultural perspectives.
What % of adult Gen Z’s tastes and food preferences are shaped
by interactions with people of other races and ethnicities?
7 / 8
88%
C
75%
D
35%
B
67%
A
Sharing experiences, trying new foods,
and learning about where they came from
is an important part of their identity and
ever-expanding worldview.
CORRECT!
7 / 8
The correct answer is that 3 out of 4 adult zoomers
are stoked to share experiences, try new foods,
and learn about other cultures.
ALMOST.
7 / 8
6 / 8
65%
D
55%
C
45%
B
35%
A
With so many options, finding the *freshest* place to get some
grub can be more frustrating than enrolling in a new health-care plan (#adulting). So what % of these shoppers do you think
have shopped for their groceries with Amazon online?
Just over half of adult Gen Zers (55%) are primed to the
ease of 1-click ordering through features like Prime and
the (nearly) instant gratification Amazon offers.
CORRECT!
6 / 8
With everything from A to Gen Z, just over half of this generation’s 18+ crowd (55%) is primed to the ease of
1-click ordering through features like Prime and the
(nearly) instant gratification Amazon offers.
WRONG!
6 / 8
5 / 8
cruelty-free picks (because anything fluffy—or scaly or feathery—is like family)
D
how to ball on a budget
C
that good flavor
B
nutritional value (health = wealth)
A
The choices for where to purchase food options are endless.
When narrowing down which grocery brands to buy, what
factor do adult zoomers care about the most?
Product reviews have true influencing power with value-conscious adult Gen Z consumers. So before you can even click the “place order” button, they’ve already decided why that thing rocks (or doesn’t). And while flavor, nutrition, and conscious consumption practices are all important, the
price of goods seems to be the most compelling
factor when this group loads up the cart.
CORRECT!
5 / 8
Adult Gen Z shoppers are thrifty shoppers, which is why
“how to ball on a budget” is their MO. And while flavor, nutrition,
and conscious consumption practices are all important, the
price of goods seems to be the biggest factor when this
group makes their grocery selections.
NOT QUITE.
5 / 8
As a fresh follow-up, what % of adult Gen Z shoppers do you
imagine actually grocery shop at least once a week, rather
than subsist on the aforementioned Fruit Roll-Ups?
4 / 8
12%
D
23%
C
75%
B
45%
A
It’s true—3 in 4 adult Gen Zers shop for groceries every week
and spend an average of $87 per trip, with an emphasis
on selecting price-conscious, tasty items.
CORRECT!
4 / 8
On a weekly basis, 75% of adult Gen Zers place an online
grocery order and/or go food shopping in person.
YOU CAME UP SHORT!
4 / 8
3 / 8
47%
D
22%
C
83%
B
54%
A
The Brew’s younger staffers would probably eat Fruit Roll-Ups
for every meal if they could. But since they’re adulting (sorta),
they hit the market when they can. What % of 18-year-old
Gen Z shoppers buy their own groceries consistently?
Zoomers are zoomin’ to purchase their own food,
picking up on trends and making grocery choices on the regular. Plus, 91% of adult Gen Zers are buying their own sustenance by the time they’re 21, proving that
their independenceisn’t shelved.
CORRECT!
3 / 8
54% of adult Gen Zers buy their own
groceries (and, hopefully, remember to
bring their own reusable bags every time).
BETTER LUCK NEXT TIME, BESTIE.
3 / 8
2 / 8
74%
D
22%
C
83%
B
52%
A
Adult Gen Zers loveeee listening to music. If you had
to take a gander, what % would you estimate
uses an app to stream their tunes?
Curating playlists and moods is incredibly easy with
streaming apps—almost as easy as turning on the radio (~hold
for applause~). Streaming services such as Amazon Music
also make discovering new artists and genres seamless,
which is key for the adults in this generation
who are so invested in what’s up next.
CORRECT!
2 / 8
The correct answer was 74% (though we’re not sure what
the other 26% are doing?). Adult Gen Zers like their music
on the go, and streaming services such as Amazon Music
make discovering new artists and genres seamless,
which is key for the adults in this generation
who are so invested in what’s up next.
ZOINKS—NEARLY THERE.
2 / 8
#GirlBossing ( ) is cool and all, but when they’re
not on the grind, what are the top 3 things you imagine
adult Gen Zers like to do in their spare time?
1 / 8
tidying up, playing video games, browsing the stock market
C
shopping online, baking, working out
B
watching TV/movies, doing absolutely nothing, playing games on a mobile device
A
The last few years have been especially hard for
young adults, so it makes sense that somewhat
mindless, relaxing activities are their go-to.
CORRECT!
1 / 8
The correct answer is watching TV/movies,
doing absolutely nothing, and playing
games on a mobile device.
OOH, SO CLOSE.
1 / 8
MORNING BREW
CREATIVE STUDIO
SPONSORED ADVERTISING CONTENT BY
SEE YOUR RESULTS
NEXT QUESTION
NEXT QUESTION
NEXT QUESTION
NEXT QUESTION
NEXT QUESTION
NEXT QUESTION
NEXT QUESTION
NEXT QUESTION
NEXT QUESTION
NEXT QUESTION
NEXT QUESTION
NEXT QUESTION
NEXT QUESTION
NEXT QUESTION
Illustration by Alaina Johnson
How Ge Z is
changing the super
market
sweep
SPONSORED ADVERTISING CONTENT BY
Follow
MORNING BREW
CREATIVE STUDIO
which is key for the adults in thisa generation who are so invested in what’s up next.
