GEN Z CONSUMER INSIGHTS & SHOPPING BEHAVIOR

Discover the Gen Z consumer.

Gen Z is emerging as one of the most powerful forces in CPG, retail and QSR. From social media-driven discovery to personalized shopping experiences and a resurgence of nostalgia-inspired products, Gen Z is reshaping the path to purchase. Their behaviors highlight the need for strategies that balance cultural relevance with technology-driven engagement.

What are the buying behaviors of Gen Z?

Adult Gen Z households (born after 1995) are quickly becoming a powerful force in US shopping behavior. While they represent only 8% of the population, their impact on CPG, general merchandise and QSR spend is notable. The average Gen Z household spends over $16.5K annually in stores, making around 580 shopping trips a year and spending $28 per trip.

When it comes to retailer preference, Gen Z demonstrates clear favorites. Walmart (16%), Amazon (9%) and Target (6%) lead the way—with Target attracting twice the share of Gen Z share compared to the US average. Brand choices also reveal generational distinctions: Gen Z overindexes with beauty brands like Rare Beauty and The Ordinary, fashion retailer Victoria’s Secret, and viral food brands like Samyang, which was spotlighted in Numerator’s 2025 Brands to Watch.

8%

of Total US Households

$16,552

Spend per Household

586

Trips per Household

$28

Spend per Trip

Source: Numerator | Industries include: Consumer Packaged Goods, General Merchandise and Quick-Service Restaurants. Only showing brands with Total US penetration >5%.

Who is the Gen Z shopper?

Gen Z shoppers are a diverse group, with less than half identifying as White/Caucasian. 1 in 4 Gen Z are Hispanic/Latino (26%), with another quarter split between Black/African-American (12%) and Asian (12%).

Most Gen Z shoppers don’t have kids (72%). With many still in school or entering the workforce, nearly half (43%) are low-income (less than $40K). Gen Z is also spread out across urban (43%), suburban (34%) and rural (23%) geographies.

In summary, Gen Z shoppers are a mixed bunch, with many living in cities, earning lower incomes and not having kids yet. Businesses looking to reach them should consider their diverse backgrounds and spending habits.

What are the major trends happening with Gen Z?

Personalize me.

The What: Over one in four (27%) of Gen Z say that brands don’t connect with them in ways that feel genuine.

The So What: When brands don’t connect, Gen Z walks. They’re the most likely cohort to switch brands and are 23% more likely than the average consumer to say they’d move to a competitor simply because they grew tired of a brand over time. Staying relevant to Gen Z means showing up with substance, utility and a tone that respects their values.

The How: Personalize with purpose. More than half (57%) of Gen Z prefer to customize products to express themselves. Identify SKUs that can support customization and leverage a conjoint to help configure the right product mix.

Nostalgia at the drive-thru.

The What: Age isn’t a prerequisite to crave a blast from the past, just ask Gen Z. When it comes to fast food, this generation is all in on the throwbacks. Old-school restaurant décor (41%), retro packaging (40%) and kids’ meals and toys (28%) strike a nostalgic chord with these shoppers.

The So What: Nostalgia is a powerful emotional purchase driver. In the QSR category, where brand heritage and visual identity play critical roles, tapping into Gen Z’s longing for the past offers a compelling opportunity to drive relevance and sales.

The How: Nostalgia sells. Leverage a survey targeting verified purchasers to gain a deeper understanding of the role nostalgia plays with your brand, including helping to identify future licensing or trend opportunities best aligned with your brand.

Shopping social.

The What: Gen Z, also known as Digital Natives, isn’t just shopping online, they’re buying straight from their feeds. 44% of Gen Z shoppers have made a purchase on social media platforms like TikTok, Instagram, Pinterest, YouTube or Facebook in the last month. They are also 82% more likely than the average consumer to say social media and digital advertising influence their purchasing decisions, underscoring the importance of these digital spaces.

The So What: Social media is not just a source of shopping inspiration, but a marketplace for capturing sales. Brands and retailers must adopt a cohesive social media strategy addressing and engaging shoppers across every stage of the purchasing journey from discovery to conversion.

The How: It’s the era of social media shopping. Run targeted surveys to reveal how shoppers engage with social platforms at each stage of the purchase journey on platforms like TikTok, Instagram or Facebook.

Balancing work and life.

The What: For Gen Z, work-life balance isn’t a perk, it’s the point. Nearly 4 in 5 Gen Z households say work-life balance is a top factor when choosing a job, surpassing Millennials, Gen X and Boomers.

The So What: This cohort’s idea of a good job blends career growth, personal well-being and mental health all together. And it shows up in how they shop. Employed Gen Z spending beats unemployed Gen Z in discretionary spend: home & garden (+27%), pet (+27%), office (+21%), tools & home improvement (+17%) and full-service restaurants (+15%). When Gen Z moves into work, they invest in the life that surrounds them—from setting up home spaces and upgrading work-from-home gear to treat yourself moments.

The How: For brands and retailers, work-life balance isn’t rhetoric, it’s a change in how Gen Z shops and what they prioritize. Track how Gen Z purchasing moves from unemployed to employed for your brands, categories and retailers.