Generation Next Thinking: Mind the generational gap

Health, ease and convenience rule for generation Z

Gen-Z consumers have clear expectations on the product front: food should be healthy and easy to prepare. According to PwC’s Voice of the Consumer 2025 study, gen-Z Canadians are far more likely than older generations to follow plant-based diets: 20% follow vegetarian or vegan diets compared to 12% of the overall population and 22% consume more alternative meats versus 13% overall.

READ: Generation Z in Canada driving demand for healthier food choices

“Gen Z wants better-for-you and local products, and they talk about eating healthier and eating less meat and other animal products,” says Elisa Swern, PwC Canada’s national retail and consumer lead. “But, when it comes down to dollars and cents, right now it’s hard for them to follow through. However, it’s not going to stay this way. The economy will turn around and gen Zs are going up the income ladder. Looking to the future, grocers should pay attention to gen Z’s aspirations because even if they can’t afford them now, they will going forward.”

Convenience is just as important as health to younger consumers—and they want products that deliver both. This group is the most likely to consume ready-to-eat meals, partially prepared foods and order takeout from the likes of Uber Eats, notes HumanBranding’s Faigelman. These consumers seek affordable, somewhat healthy options that aren’t ultra-processed or overly difficult to prepare. “They’re balancing foodie values with convenience,” she says. “They don’t want to do all the work of a home-cooked meal, but they want food to feel natural and fresh.”

Scratch cooking and functional foods for boomers

While younger consumers lean into convenience, boomers are more apt to cook from scratch. New Mintel research found boomers are less likely to purchase home-meal replacements (HMR) options than younger consumers. “The came of age when people cooked more versus ordering in, and it’s a skill they’ve honed over time,” says Joel Gregoire, Mintel’s associate director, food and drink. “We see that boomers tend to be more confident in the kitchen.”

Even among boomers who stick with tradition, what they look for in their food products is evolving as they age. One area of opportunity for grocers is functional foods such as beverages infused with immunity boosts, protein, fibre or probiotics, explains Jeff Weiss, president and CEO of Age of Majority, a research-driven marketing agency.

READ: From boomers to zoomers, times they are a changin'

Clean eating is another trend food retailers and brands can capitalize on. “Older adults avoid ingredients like sugar, salt and aspartame,” says Weiss, citing research from his firm. “They want fewer and cleaner ingredients in general. Specific to the produce, older adults want to support local farmers and are looking for seasonal products.”

Age of Majority research also found many older adults are eager to explore more food and flavours. “There’s this perception that they want to have porridge every morning for  breakfast … But a lot of older adults really do want to try new things,” Weiss explains. “Grocery retailers need to understand the opportunity for that.”

READ: How companies are meeting the demand for protein-rich products

Grocery shopping, but make it fun

While grocery shopping is a chore for many people, younger consumers are more likely to view it as downright boring. In a 2025 U.S. curvy by market research firm YouGov, 40.5% of gen-Z respondents said grocery shopping was boring, compared to 33.6% of baby boomers and 37% overall. When younger consumers go to the supermarket, nearly 60% said they only but what they need, compared to 45% of baby boomers.

To make shopping feel less like an errand, Mintel’s Gregoire suggests retailers reimagine stores as places where younger consumers connect and socialize. “It doesn’t have to go as far as having an arcade or game area, but the idea is to make it a desirable location, rather than just a chore for younger consumers,” he says.

PwC’s Swern echoes the opportunity for grocers to do more in-store, saying younger consumers still want to shop at physical stores. She points to the concept of “retail-tainment,” which can include everything from experimental events to interactive displays to help shoppers discover new products and learn new things. “How can grocers introduce a new product or a new region to educate consumers and make it fun?” says Swern.

That kind of education fits right in with generation Z’s desire to know more about their food and where it comes from. “There is an opportunity to have more information about products because gen Z wants transparency,” says Swern. “They want to know the story behind the bottle of olive oil - it came from this region in Italy, [the olives were] picked by these people, it’s owned by this family - so they have the whole journey of the product.”

Community hubs for the socializing set 

For older consumers, grocery stores as hubs represent a significant opportunity. “In general, a lot of older adults are looking for ways to connect with other people. They want to have new relationships. And grocery retailers are a great place to facilitate that,” says Age of Majority’s Weiss. “They’re safe environments and older adults are going there all the time. So, you combine those two and there is a mutual benefit to the shopper and the retailer. You get them in your store socializing and while they’re there, they’re going to shop.”

Weiss points to ideas such as themed cooking classes, lunch clubs, singles nights or even daytime games such as Mahjong (a Chinese tile game) as ways to bring older consumers in to socialize and shop. However, he cautions against using age-related language, particularly the dreaded ‘s’ word. “As soon as you say this is for you because you’re a senior, that’s the kiss of death,” he says. “It’s more about designing and bringing forth new ideas and innovations with older adults in mind that can be beneficial for everyone.”

Service that meets older customers where they are 

Creating a friendly environment for older consumers also includes touches that make a tangible difference in ease and accessibility. Faigelman highlights wider, clutter-free aisles, clear signage and legible fonts as ways to make shopping easier and more enjoyable.

Personalized assistance is another must-have. “A staff member assisting with bagging with groceries can be a reason that boomers will come back to the store,” says Faigelman. “That human touch and being treated like a person is so valuable to this group.”

PwC’s Swern adds that while most grocers will help customers carry groceries to their cars if asked, it’s not promoted in a big way. “It would be nice to see a sign that says ‘Can we help you take your groceries to your car?’”

Supporting older shoppers also means recognizing the challenges some face, such as dementia. In 2024, Vince’s Market became one of the first businesses in Ontario’s York Region to be certified dementia-friendly by the Alzheimer Society of York Region. Around 75% of employees at Vince’s four stores are trained to identify and assist customers with dementia.

“It was key to understand what to look for and what to do in a situation,” says Maria Ciarlandini, community support ambassador for Vince’s Market. “For example, if someone walks into the store and they’re wearing clothing that doesn’t match the weather, that’s a sign, or if they’re at the cash and they’re not sure what they’re doing, that’s another sign.”

She adds that this knowledge is impactful for both customers and staff at Vince’s. “Some of our team members are going through it with their family members… so there’s a compassion component and it aligns with what we do as a company.”

The training helps people living with dementia retain their independence, says Jaime Cruz, public education & community programs manager at the Alzheimer Society of York Region. “We want to create that quality of life. A diagnosis doesn’t mean that individuals’ lives stop; it’s about how to adapt and meet their needs where they are.”

Boomers’ practical take on technology 

Supporting older shoppers also means recognizing how they interact with technology. While many grocers are investing in online shopping platforms and mobile apps, these tools often miss the mark with older consumers.

“Most apps were not created with seniors in mind and the content doesn’t feel like it’s written for that audience,” explains Faigelman. “Hyperlinks, buttons and drop-downs are difficult for older users. There’s a bit of cognitive overload going on with boomers in the grocery space - there are just too many steps and the virtual cart isn’t appealing to a lot of them.” She suggests grocers create a guide on how to use online ordering systems and put it in an e-mail or even on paper.

For older adults, technology also must serve a clear purpose. “Most of them aren’t going to use technology just for the sake of using technology,” says Weiss. “They want to see the practical application; for example, using AI to make the experience more personalized.”

Grocers with loyalty programs are armed with data to do this. “Personalized coupons, product recommendations, recipes based on what they’ve bought, ideas based on their health and dietary restrictions or goals. There’s a lot of space there,” Weiss says. “It will take some investment by the grocery retailers, but the more personalized you can make it… the better the experience, the better the product selection, the better ideas for meals and recipes. I think there’s a huge opportunity there.”

Immersive is the name of the game for generation Z and generation alpha 

For younger consumers, of course, technology is a way of life. Mintel’s Gregoire points out how platforms such as YouTube dominate the media habits of generation Z and generation alpha (born between 2010 and 2025). So, from a marketing standpoint, “If you want to reach yonder consumers, note the only streaming service that saw any growth last year was YouTube,” he says. “It’s ubiquitous among this group.”

Gamification adds a whole new dimension to socializing, Gregoire adds. “Roblox, for example, is an immersive world with sub-games, where kids chat on Facebook Messenger Kids while playing in real time. The idea of socialization has really changed the game.”

For brands, the challenge is breaking through in these spaces. “When younger consumers are on social media, they’re less likely to interact with branded properties,” says Gregoire. “Gen alpha responds more to live streams, personal stories from people online and influencers. It’s not new to try to leverage influencers, but the way younger people consume information is a different information environment in terms of what are trusted sources. I don’t think brands should underestimate that.”

Walmart is one retailer that’s answered the call. Last year, it launched an immersive shopping platform, Walmart Realm, in the United States. Targeted at gen-Z and gen-alpha consumers, the virtual platform lets users explore and shop themed digital storefronts curated by influencers, as well as play interactive mini games.

In a LinkedIn post, Justin Breton, Walmart’s head of partnership and emerging experiences, said the retailer recently refreshed Real in support of Walmart Delivers - mobile pop-up (in real life) that feature photo booths, giveaways and interactive zones.

Though Realm focuses on beauty, home and fashion - not food - it shows what’s possible. As Breton stated, “By blending cultural reference, interactivity and delivery convenience, Walmart Realm and Walmart Delivers are redefining what it means to shop at Walmart.” 
And no matter what consumers are into, he added, “We get it, we have it and we can deliver it. Who knew?”

Whether its innovation for generation Z or being more supportive of boomers, the question for grocery retailers is, who’s next? 
 

Generation Next Thinking is an ongoing series that explores the cutting-edge topics that are impacting grocery retail today and in the future.

This article was first published in Canadian Grocer’s September/ October 2025 issue.