Gen Z and Millennials have not been immune to the grocery frenzy that has taken over during the Coronavirus crisis. Groceries have suddenly become a major focus for young consumers, and while they have long considered themselves foodies, feeding themselves during the pandemic is a very different matter. The majority are afraid of running out of supplies during quarantine, and their isolation and fears are fueling major shifts in how they buy food—and what food they’re buying. This research looks closely at their grocery shopping behavior, the food trends being created, and what brands can do to to appeal to them right now
