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The trend: PepsiCo is evolving its portfolio to appeal to Gen Zers and other consumers who are increasingly eating 鈥渕ini meals鈥� throughout the day. That may mean eating Sabra hummus with Tostitos and a banana in the middle of the afternoon, said CEO Ramon Laguarta during the company鈥檚 earnings call.

Gen Z and millennials, who are more likely to be TikTok users than older generations, also purchase more wellness products and services than older generations, according to an August 2023 survey from McKinsey. Health and personal care is the fastest-growing ecommerce category in the US, per our July 2024 forecast, with projected growth of 14.2% YoY this year.

This personalized approach is vital to increasing the number of clicks as well as driving conversions and sales鈥攅specially among Gen Z shoppers. Embrace the power of sponsored product ads. They are an incredibly effective way for marketers to get lesser-known products or brands in front of potential customers.

McDonald鈥檚 targets Gen Zers with limited-time Chicken Big Mac offering: The QSR is supporting the launch with a campaign that highlights dupe culture, livestreaming, and other generational touchstones.

Platforms must brace for regulation of algorithmic content: EU regulators are widening their net, which could restrict advertisers鈥� ability to target teens.

Gen Zers are more likely than any other age group to have brand loyalty鈥攅ven if it means spending more. As this younger generation's spending power continues to grow, how can brands win them over for good? Find out more in our latest data drop.

Inflation continues to impact spending in Q2, with 84% of consumers saying inflation had an impact on their spending, a 10% increase over Q1, per Jungle Scout鈥檚 research. Meanwhile, Amazon product categories recorded sales increases and social media shopping is on the rise.

Gen Z spends significantly on beauty products online while favoring in-store shopping for apparel. For groceries, this tech-savvy generation relies heavily on search engines and social media to discover new products. Additionally, the trend toward low- and no-alcohol beverages is gaining momentum, as many Gen Zers embrace initiatives like Dry January.

Help brands and retailers meet the preferences of online beauty shoppers by generation. Download our survey data in full here.

An evolved form of omnichannel retail, adaptive retail tailors shopping experiences to meet the specific wants and needs of each customer by offering convenience, personalization, and a seamless shopping experience no matter how they choose to shop.