Steve Markenson, vice president of research and insights at FMI, highlighted that while grocery executives recognize the importance of attracting younger consumers, their performance with private brands in this segment isn't meeting expectations.
The 2024 Private Brand Intelligence Report indicates that Gen Z's desire for fresh foods isn't translating into their buying patterns, as just 27% of their grocery basket is spend on these items.
Reports suggest that to appeal to Gen Z, grocers need to innovate their fresh food selections, focusing on convenience, unique flavors, and global cuisines that resonate with younger shoppers.
Best-in-class retailers have succeeded by offering diverse options such as fresh salsa varieties and pre-chopped vegetables influenced by different culinary traditions, catering to Gen Z's craving for vibrant food experiences.
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