Gen Z’s Quest for Homeownership Is Reshaping Their Grocery Shopping Habits

Gen Z is aggressively cutting spending across nearly all categories in order to save for first-time home purchases, leading them to adopt highly strategic grocery behaviors such as increased price sensitivity, more frequent trips and shifting between club stores and traditional grocers to maximize value.

Shifting spending patterns among younger households signal where future demand will concentrate, helping businesses adjust their outreach to connect with emerging buyer mindsets and changing priorities.