Grocers need to pivot as Gen Z families enter the mainstream, report finds

[Viable Food News Desk]

Publisher: Grocery Dive
Published: August 24, 2026
Source: Read at Grocery Dive
Category: Food Access

Young parents spread their grocery spending across more channels than other shoppers in 2025, according to an AlixPartners report. Almost three-quarters used at least three grocery channels, compared with 61% of other shoppers, and more than 60% bought groceries online at least once a week. Almost half bought prepared foods every week, compared with about a fifth of other shoppers. AlixPartners based its findings on a survey of 1,635 consumers conducted in October 2025, including 440 young parents, defined as people under 45 with children under the age of 18 living with them.

Why this matters: Independent grocers may need to strengthen online ordering, prepared foods, and loyalty programs to retain young families who divide their spending among multiple retailers.

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