Young shoppers in FMCG: What’s the deal?

Generation Z (Gen Z), aged 10 to 30 years, has been significantly impacted by ongoing global crises, which have affected their mental health and shaped their behaviors. As the youngest shoppers following the Millennials, Gen Z is now growing up and making their own purchasing decisions.

• What role do health and wellbeing play for Gen Z?
• Which brands do they prefer?
• How can the FMCG industry and retailers meet their needs?

This Shopper Perspectives whitepaper highlights Gen Z and generational insights from the 2024 spring and fall editions of our bi-annual Behavior Change studies. This rolling analysis now includes 21 countries across Europe. In addition to this report, we also rely on some of our other established sources, such as our consumer panel insights and the 2024 edition of the Who Cares? Who Does? Health report.