Gen Z food budgets tighten amid rising grocery prices

Rising food prices are significantly altering the grocery shopping habits and dietary behaviors of Gen Z consumers. Research indicates that approximately 33% of Gen Z individuals—those born between 1997 and 2012—report skipping meals or eating less due to increased costs. This figure is notably higher than the 19% reported for consumers overall and the 11% seen in the 35 to 44 age demographic.

In the UK, 83% of Gen Z shoppers have modified their habits to manage costs, with 58% opting to shop at multiple supermarkets or switching retailers to find better prices. Other common strategies include more careful meal planning and choosing cheaper products over treats to avoid spontaneous spending.

In the US, financial pressures are also driving anxiety regarding food costs. About one-third of Gen Z adults have skipped a meal in the last six months to stretch their budget, compared to roughly 1 in 10 Baby Boomers. Additionally, a third of this demographic reports feeling frequent stress or anxiety when viewing restaurant menus or considering the cost of eating out.