Generation Z has grown up with a mobile phone in their hand, where “click and shop” is second nature. Their lifestyle and priorities are different from previous generations. They would often rather spend time on their phones, scrolling through TikTok or Facebook, be at the gym, or relaxing in the park, than stand in a queue at a supermarket.
This generation is health-conscious and highly appearance-driven, valuing experiences over routine tasks. Convenience and speed are critical—waiting in-store feels like lost time when they could be doing something more enjoyable or productive.
As a result, many Gen Z shoppers prefer to order groceries online and have them delivered right to their door, integrating shopping seamlessly into their busy lives. For supermarkets, this means adapting quickly to meet these new expectations.
How Supermarkets Can Adapt
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Seamless Mobile Shopping Experience:
Supermarkets must invest in user-friendly, fast, and intuitive mobile apps and websites. Easy navigation, personalised recommendations, and smooth checkout processes will attract and retain Gen Z customers. -
Speedy and Flexible Delivery Options:
Offering same-day delivery, click-and-collect, or even ultra-fast delivery windows will cater to Gen Z’s desire for instant gratification and convenience. -
Focus on Health and Sustainability:
Gen Z cares deeply about health and the environment. Supermarkets should highlight fresh, organic, and sustainable products, and provide transparent information about sourcing and nutrition. -
Engaging Digital Content:
Supermarkets can connect with Gen Z by creating engaging content on social media platforms like TikTok and Instagram—sharing recipes, health tips, and behind-the-scenes stories that resonate with this audience. -
Innovative In-Store Experiences:
For those moments when Gen Z does visit stores, supermarkets should offer interactive, tech-driven experiences, such as smart carts, augmented reality displays, or quick self-checkout options to minimise wait times.
The New Supermarket War: App Downloads
In today’s retail landscape, the future competition between supermarkets isn’t just about pricing or location—it’s about how many phones have their apps downloaded. The supermarket that can get the most customers to install and regularly use their app will hold a significant advantage.
Apps are the direct link to customers, enabling personalised promotions, loyalty rewards, seamless shopping, and push notifications that keep the brand top of mind. Supermarkets are fiercely competing to convince shoppers to download their app, offering incentives like exclusive discounts, faster checkout options, and easy access to special deals.
Winning this app war means supermarkets can build deeper customer relationships, gather valuable data to better understand shopper behaviour, and offer tailored experiences that keep customers loyal.
To stay relevant, supermarkets must shift from traditional shopping models and fully embrace technology, convenience, and the lifestyle trends shaped by Generation Z. The future belongs to those who combine a seamless mobile experience with fast delivery and meaningful digital engagement. And above all, the supermarket that wins the battle for app downloads will lead the market in the years to come.