Born between the late 1990s and the early 2010s, Generation Z consumers account for 18% of the French population. Discerning, digitally connected, on a tight budget yet willing to pay for what matters to them, they are redefining the rules of food shopping. Gourmet Selection takes a closer look at what market data reveals about this generation and at concrete strategies for attracting them to high-quality grocery stores.
Published on Sep 9,2026 at 9:44 AM | Updated on Sep 9,2026 at 9:53 AM

12.1 million consumers with a unique profile

According to the study Gen Z Under the Microscope published by NielsenIQ in October 2025, Generation Z comprises people born between 1997 and 2012, representing 12.1 million consumers in France and 18% of the population. As the first generation to grow up with the internet and social media, they consume media differently from older generations: only 17% of these young people watch live television every evening. Yet they remain attached to physical retail, with 67% of their spending on fast-moving consumer goods still taking place in stores.

The Generation Z study conducted by OpinionWay for Payplug and PrestaShop confirms this hybrid shopping behavior: 40% of these young people shop equally online and in-store, while 30% primarily shop in physical stores. The Pays de la Loire Chamber of Agriculture adds that Generation Z will account for 20% of the workforce by 2030 and views food as a powerful means of self-expression. Their purchasing choices reflect their values and personalities. This creates a naturally favorable context for specialty food retailers, whose offerings are built around product stories, local terroirs, and artisanal expertise.

A tight budget, but a genuine willingness to pay for quality

The central paradox of this generation lies in its relationship with price. According to the OpinionWay study conducted for FAIRE and published in early 2026, 35% of young people report having reduced their food spending, compared with 19% of the French population overall. Nearly nine out of ten say rising prices influence their purchase decisions. Despite this, food and beverages remain a key spending category for half of them.

Price is also the leading purchase driver for 72% of Generation Z consumers, according to Payplug and PrestaShop. In addition, 66% often or always look for promotions, showing a particular interest in gift sets and bulk purchases. For specialty food retailers, the challenge is therefore not simply to offer premium products, but to clearly demonstrate their value and create an experience that justifies the perceived premium.

Close-up of "Kombucha Time" kombucha cans on display.
At the same time, NielsenIQ observes that these young people—despite having the most limited purchasing power—are eager to buy premium products: chocolate from Dubai sold at a price index of 345 compared to the average for chocolate bars, while kombucha sold at an index of 131 compared to non-alcoholic beverages. The lesson is clear: Gen Z isn’t looking for the cheapest product, but rather one that justifies its price. A trial-size option priced around 5 to 10 euros, a product description that tells the producer’s story, or a private sale reserved for your community allows a young customer on a tight budget to treat themselves to a high-quality item without compromising on their priorities.

Social Media, Reviews, and Influencers: The New Touchpoints

How can you reach these consumers before they even walk through your door? Figures from Payplug and PrestaShop highlight the scale of the phenomenon: 95% of Gen Z consumers check online reviews before making a purchase, 31% watch videos on YouTube and 20% on TikTok before buying, and 53% have already purchased a product based on an influencer's recommendation, a rate 37 percentage points higher than the rest of the population. Google reviews and video content have become a retailer's new storefront.

The Vegocracy Report 2025, an Ipsos survey conducted for Picadeli among 12,000 respondents, reveals that 45.7% of French consumers aged 18 to 29 acknowledge that their food choices are influenced by social media, while 76.5% use Instagram for meal inspiration. The Pays de la Loire Chamber of Agriculture therefore recommends maintaining an authentic and creative presence on these platforms through visually engaging and easy-to-consume content. A short video showing the opening of a wheel of cheese or the arrival of a new product can often generate more engagement than a polished corporate post.

Culinary education is another powerful lever. According to the same Vegocracy report, published by Le Monde de l'Épicerie Fine, 52.8% of young French consumers lack ideas for preparing healthy meals on a daily basis. Simple recipes featuring your products, quick pairing suggestions, or short video tutorials can transform a

Gourmet Selection, your observatory for new generations of consumers

Gourmet Selection also helps professionals interpret these trends. The studies and trends from the trade show shed light on new consumer expectations, while the Experts’ Agora sparks discussion on the transformations in the high-end grocery sector. The Best Of contest and L’Epicerie de Gourmet offer opportunities to discover products and concepts aligned with these new consumer habits.
Woman wearing glasses and holding a microphone while speaking in front of a red backdrop.
See you on June 13 and 14, 2027, at Paris Expo Porte de Versailles for the next edition.
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