Kasia Davies
Research expert covering global shopping behavior market
UK Gen Z & millennials: consumer goods and shopping behavior - statistics & facts
Companies and retailers across the globe, and in the United Kingdom (UK), are always striving to appeal to new and younger consumers, as younger generations tend to be more open to new ideas and are frequently the ones to set new trends in motion. At one point in time, all eyes were on millennials (or Generation Y), but in the last decade, many businesses have shifted their focus towards zoomers (or Generation Z). In the United Kingdom, the combined population of these cohorts added up to more than 27 million people.
In a few years from now, a new generation will be the center of companies’ and retailers’ attention, namely Gen Alpha. The oldest members of this generation are currently adolescents, and enterprises from various industries are already beginning to keep an eye on the developing behavior, preferences, and trends associated with these future shoppers.
Gen Z
Gen Z, the youngest group of adult consumers born 1997 to 2012, was by far the most likely group of people to be following influencers. In 2023, over 80 percent of UK zoomers said they followed influencers on social media. In comparison, just under 70 percent of millennials and less than 15 percent of baby boomers did the same. This is significant within the growing realm of influencer marketing, as about one in 10 Gen Z consumers in the UK said they regularly bought products promoted by influencers.Gen Y
The millennial cohort comprises people born between 1981 and 1996, and is also a tech-savvy generation, but perhaps also the last one to vividly remember the pre-digital age. What is interesting about millennials in the United Kingdom is that a larger share of them enjoy buying online. In 2023, nearly half of millennial shoppers said they preferred mostly shopping online for consumer goods. This preference was noticeably higher among Gen Y compared to other generations. UK millennials seemed consistently keener to shop for goods online compared to Gen Z, whether it be for groceries or apparel and footwear.In a few years from now, a new generation will be the center of companies’ and retailers’ attention, namely Gen Alpha. The oldest members of this generation are currently adolescents, and enterprises from various industries are already beginning to keep an eye on the developing behavior, preferences, and trends associated with these future shoppers.
