Gen Z (born 1997–2012) and Millennials (born 1981–1996) are two of the most influential consumer groups shaping the UK food and drink industry today. While Millennials remain the largest generational cohort in the UK, Gen Z’s spending power is growing rapidly as more enter the workforce and their disposable income increases.
Together, these audiences are redefining how food is discovered, purchased and consumed. Although they share some habits — such as strong digital engagement and interest in sustainability — their shopping behaviours are not identical.
For brands, understanding these differences is key to shaping everything from product launches to social media strategies. Here’s a look at how Gen Z and Millennials are shopping for food and drink today.
Social media is shaping food discovery
One of the biggest shifts in recent years is where consumers discover food trends and products. Both Gen Z and Millennials are far more likely than older shoppers to discover food and drink products via digital channels — but there’s a difference in how they engage.
For Gen Z, social media is central to what they eat and buy. In the UK, over 60% of Gen Z consumers say they discover new food products through TikTok and Instagram, moving from inspiration to purchase very quickly, often driven by trends and peer content.
Millennials, meanwhile, also respond strongly to social platforms — with 67% of Millennials reporting that they’ve bought food directly through social media — but they combine social inspiration with other digital sources like YouTube and search engines.
For brands, this highlights the importance of platform‑native storytelling — short‑form video for Gen Z, and multi‑format content for Millennials that guides them from inspiration to purchase.
Price sensitivity is shaping shopping habits
Both generations are navigating the pressures of the cost‑of‑living environment — but they approach price and value differently.
Research shows that discounts, loyalty schemes and price promotions strongly influence where both Gen Z and Millennials shop for food and drink. Older shoppers show higher supermarket loyalty, but younger generations are more willing to switch retailers to get better value.
In practice:
- Gen Z is highly price sensitive, often prioritising deals, discounts and value as core criteria.
- Millennials balance value with quality and reliability, seeking value while still investing in products they trust.
For example, loyalty programmes have a stronger influence on Millennials, with over 70% saying such schemes affect where they shop, though both generations respond positively when rewards are tied to clear, tangible savings.
Online grocery shopping continues to grow
Online grocery shopping surged during the pandemic and remains popular, particularly among Millennials and Gen Z.
While over 90% of Baby Boomers and Gen X prefer traditional supermarkets, this falls to 76% of Millennials and 78% of Gen Z. Unsurprisingly, Gen Z — having grown up with digital technology — are the most likely to shop for groceries online regularly.
Millennials tend to integrate online grocery shopping into their weekly routines, often using delivery services or click-and-collect for larger shops. Gen Z is also comfortable shopping online but often mixes digital purchases with smaller in-store shops. This reflects their lifestyle patterns, with many living in shared accommodation or smaller households that require more frequent top-up shopping.
Despite the rise of online shopping, physical stores remain important for both generations. Browsing shelves, discovering new products and shopping locally are still valued experiences. This hybrid approach highlights the evolving grocery journey and the value of omnichannel strategies, with in‑store storytelling, sampling and community engagement working best when paired with digital follow-ups.
Convenience and cooking culture differ slightly
Both generations value convenience, but their cooking habits can vary.
Gen Z often prioritises quick, simple meals that require minimal preparation. Busy schedules, smaller kitchens and limited budgets all influence this behaviour.
Millennials are more closely associated with the rise of “food culture”. From meal kits to food blogging and recipe experimentation, this generation helped drive the popularity of home cooking over the past decade.
This influences how brands talk about convenience — functional messaging works but pairing it with inspiration remains important.
Sustainability matters – but value still comes first
Younger consumers are often associated with sustainability, and this is particularly true for Gen Z. Research shows Gen Z consumers in the UK are the most likely generation to buy sustainable food and drink products.
However, sustainability does not always outweigh affordability. When budgets are tight, price often becomes the deciding factor for both Gen Z and Millennials.
Millennials were among the first generations to push sustainability into the mainstream food conversation, driving demand for organic, plant-based and ethically sourced products. Gen Z has taken this further by expecting brands to communicate their values clearly and transparently.
For food brands, authenticity is essential – sustainability messaging must be backed up with genuine credentials.
What this means for food and drink brands
Gen Z and Millennials share many behaviours, but subtle differences shape how they interact with food brands.
Gen Z tends to be more influenced by social media discovery, peer recommendations and digital-first experiences. Millennials, meanwhile, often combine digital convenience with established shopping habits and brand preferences.
Reaching these audiences requires a balance of digital visibility, authentic storytelling and accessible value. Brands that successfully combine social-first content, transparent messaging and convenient purchasing experiences are best positioned to connect with the shoppers shaping the future of food.
Want to read more about how consumers are doing their food shopping? Read our analysis of Waitrose’s 2025 Food & Drink Report.
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Sources:
Blog Cover Image: ElenaPerova/istockphoto.com
https://www.statista.com/topics/9611/generational-grocery-shopping-behavior-in-the-uk
https://www.epinsights.co.uk/ep-insights-gen-z-food-and-drink
https://www.marketing-beat.co.uk/2025/05/01/greenpark-millennials-fmcg/
