Retail Leader - May/June 2018 - 40

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The RL ReseaRch RepoRT
Primary Grocery Source
4% 2%
5%

8%

44%

9%

Discount super center
Traditional supermarket
Club store
Discount supermarket
Specialty supermarket
Convenience
store
Farmers'
markets

28%

54%
36%
19%
16%
12%
9%
8%
7%
6%
6%
5%
5%
4%
4%
4%
3%
3%
3%
2%
22%

Better-for-you Attribute Wants
20%
16%

High in protien
Healthy fats
No high fructose corn syrup
Low Calorie
Lower overall/total fat
No preservatives

15%
14%
14%
14%

No trans fats

13%

Low cholesterol

13%
13%

High fiber
Low sugar
Lower saturated fat
No MSG
whole grain
Lower sodium
Nutrient-dense
Low carb

40

They're young and most are not in the workforce
yet, but they should be on your radar: Gen Z, those
born between 1998 and 2016*, are a dynamic
group of young consumers forming their own
shopping habits. Even more than their Millennial
counterparts, Gen Z was born straight into the
digital world so it's no surprise they are more
likely to do things like creating digital grocery lists,
heading to YouTube for recipe ideas, and shopping
at less conventional food stores. Gen Z is one of
four new reports in Datassential's Generations of
Change Keynote series. Here are a few key insights
from the research:
*Born between 1998 and 2016, these consumers
are the youngest generation and are ages 2 to 20 in
2018 (ages 13 to 20 were surveyed for this study)

Publications/Websites Used
youTube
Buzzfeed
Allrecipes
Food Network Magazine
New york Times
Bon Appetit
edible
Martha Stewart Living
yummly
Food & wine
Chow
Cooking Light
Cook's Illustrated
every day with rachael ray
eater
Cook's Country
Garden & Gun
epicurious
Saveur
None of these

Discover Gen Z

retail leader.com May/June 2018

13%
13%
13%
13%
12%
11%
11%

Gen Z shops everywhere
Even while most of Gen Z lives at home with their
parents, they are becoming more independent and
doing some of their own shopping. They are on a limited
budget, so price is a factor in how they choose where
and what to shop for. They frequent many types of
stores, especially discount supercenters and other nontraditional stores like convenience stores, club stores,
and farmers markets. They're less likely to make many
visits to different sources as they may not be the primary
shopper for their household.
TasTe & value rule
Great taste, affordability, and value are top priorities
for Gen Z. They tend to ignore some of the betterfor-you attributes on product labels - fewer than
half as many Gen Z consumers think better-for-you
attributes are important. Take labels like high in
protein for example - 40% of the whole population
wants items with this call-out, but only 20% of Gen Z
are interested. Or take no high fructose corn syrup:
38% of the population prefers this attribute while
just 15% for Gen Z. The same results are found
across the board - low calorie, no trans fats, low
cholesterol, whole grain, etc. (add chart)
DevourinG DiGiTal meDia
Gen Z loves taking advantage of the digital world,
finding inspiration for meals to make on YouTube,
Instagram, and other channels. YouTube is their
first source for food information. Instagram is also a
major platform they turn to and their use of it skews
far heavier than the overall population. Gen Z is also
a generation open to using technologies like grocery
store apps and automated checkout. In fact, 56% of
Gen Z prefers self- checkout. They are also twice as
likely to take digital grocery lists with them. RL



Table of Contents for the Digital Edition of Retail Leader - May/June 2018

Contents
Retail Leader - May/June 2018 - Cover1
Retail Leader - May/June 2018 - Cover2
Retail Leader - May/June 2018 - 3
Retail Leader - May/June 2018 - Contents
Retail Leader - May/June 2018 - 5
Retail Leader - May/June 2018 - 6
Retail Leader - May/June 2018 - 7
Retail Leader - May/June 2018 - 8
Retail Leader - May/June 2018 - 9
Retail Leader - May/June 2018 - 10
Retail Leader - May/June 2018 - 11
Retail Leader - May/June 2018 - 12
Retail Leader - May/June 2018 - 13
Retail Leader - May/June 2018 - 14
Retail Leader - May/June 2018 - 15
Retail Leader - May/June 2018 - 16
Retail Leader - May/June 2018 - 17
Retail Leader - May/June 2018 - 18
Retail Leader - May/June 2018 - S1
Retail Leader - May/June 2018 - S2
Retail Leader - May/June 2018 - S3
Retail Leader - May/June 2018 - S4
Retail Leader - May/June 2018 - S5
Retail Leader - May/June 2018 - S6
Retail Leader - May/June 2018 - S7
Retail Leader - May/June 2018 - S8
Retail Leader - May/June 2018 - 19
Retail Leader - May/June 2018 - 20
Retail Leader - May/June 2018 - 21
Retail Leader - May/June 2018 - 22
Retail Leader - May/June 2018 - 23
Retail Leader - May/June 2018 - 24
Retail Leader - May/June 2018 - 25
Retail Leader - May/June 2018 - 26
Retail Leader - May/June 2018 - 27
Retail Leader - May/June 2018 - 28
Retail Leader - May/June 2018 - 29
Retail Leader - May/June 2018 - 30
Retail Leader - May/June 2018 - 31
Retail Leader - May/June 2018 - 32
Retail Leader - May/June 2018 - 33
Retail Leader - May/June 2018 - 34
Retail Leader - May/June 2018 - 35
Retail Leader - May/June 2018 - 36
Retail Leader - May/June 2018 - 37
Retail Leader - May/June 2018 - 38
Retail Leader - May/June 2018 - 39
Retail Leader - May/June 2018 - 40
Retail Leader - May/June 2018 - 41
Retail Leader - May/June 2018 - 42
Retail Leader - May/June 2018 - Cover3
Retail Leader - May/June 2018 - Cover4
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