Data from YPulse’s recent WE Food Shopping & Trends Report shows that the majority of young Europeans shop for food once a week or more (55%), but with inflation, young consumers in Western Europe have had to reconsider what, where, and how they’re buying food. While we know nearly all young consumers in the region have seen their bills increase, meaning their budgets are being tightened, the way Gen Z and Millennials shop for food is not exactly the same in all five countries. Let’s start with how many young consumers in each Western European country are responsible for grocery shopping in their households: The majority of young consumers in the region are responsible for food shopping, especially in Germany In Western Europe, three-quarters of Gen Z and Millennials are primary grocery shoppers (74%), meaning they are the main decision-makers when it comes to what type of food and brands should be bought. Germany is the country in Western Europe where young consumers are the most likely to be...
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