B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
18%
18% -- share selecting where to shop because of brands for Gen Z grocery shoppers (2025)
18% of Gen Z select where to shop because of brands they know that are not available elsewhere.
Attribution:
View source
Lighthouse Research Team
Last verified:
·
How we verify data →
Source verified
Evidence graded
Value
18%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
95
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Savanta
Primary
Tier A
https://savanta.com/knowledge-centre/view/gen-z-and-npd-exciting-without-overwhelming-at-point-of-sa… ↗
Source Article
Gen Z and NPD – exciting without overwhelming at point of sale - Savanta
Food shopping: an exciting part of your week, a necessary evil, or a real hassle? We all have a view and for many of us, it might not be black or white.
The latest insights from our Grocery Eye report show that for Gen Z, grocery shopping is both more exciting but also more overwhelming compared to …
Original Research
Savanta
· Original study ↗
Methodology
Savanta Grocery Eye report survey
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Gen Z grocery shoppers: 18% share selecting where to shop because of brands. Source: Savanta (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/gen-z-shop-selection-by-brands
HTML Embed
<blockquote cite="https://lighthousedata.io/data/gen-z-shop-selection-by-brands" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>18%</strong> -- share selecting where to shop because of brands for Gen Z grocery shoppers<br><small>Source: Savanta (2025) · <a href="https://lighthousedata.io/data/gen-z-shop-selection-by-brands" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
Share
Use this data in your work
Copy the citation, embed the widget, or explore thousands more verified marketing statistics -- all free.