Almost one in three Gen Z consumers are skipping meals or eating less as food costs rise, according to new research from cashback app Tuck. The study found that 33% of those born between 1997 and 2012 are going without food, compared with 11% of 35 to 44-year-olds and 19% of people overall.
Shopping habits shift
More than eight in ten Gen Z shoppers (83%) have changed the way they shop due to rising food costs, compared with 76% of all people. Over half (58%) are shopping around multiple supermarkets or have switched where they shop, while 48% have started planning their meals.
On average, Gen Z shoppers now spend £84 a week on groceries – £24 more than a year ago. UK food prices have increased by around 30% since 2022, according to The Food Foundation.
Reasons for price rises
Several factors have driven food prices up in recent years, including higher energy costs, supply chain constraints from global conflicts, climate change impacts, and increased labour costs.
Neel Thakrar, CEO of Tuck, said: "The figures show just how significant the pressure of rising grocery costs is for younger adults. Gen Z are making changes across almost every part of their food shopping, from buying fewer treats and switching to cheaper products to avoiding spontaneous purchases and shopping around for the best prices. But the most concerning finding is that almost one in three Gen Z consumers are now saying they are skipping meals or eating less because of rising food costs."
Future price pressures
Earlier this month, the Food and Drink Federation (FDF) warned soaring temperatures and droughts across the UK and Europe are set to drive food prices higher. The FDF said fruit, vegetable and grain supply are being hit by recent heatwaves, with these crop shortages set to feed into supermarket prices. Economists from the trade group suggested this will put upward pressure on food inflation going into 2027.
Dr Liliana Danila, chief economist at the FDF, said: "Competition for fewer resources will in turn push up the price of ingredients for manufacturers. The UK’s food and drink manufacturers work hard to absorb costs where they can, but are already grappling with rising costs as a result of war in Ukraine and in Iran, so we expect the additional upward pressure of reduced crops will be reflected in retail prices into next year."
Ways to save money
Shoppers can save by keeping an eye out for yellow sticker discounts, typically toward the end of the day, though this varies between stores. The Downshift Challenge involves swapping branded goods for supermarket-own products, potentially saving around 30% on a food bill.
Comparing prices using sites such as Trolley.co.uk, which takes into account live prices across major supermarkets, can also help. Being organised by writing a shopping list and sticking to it reduces impulse buys. Using a freezer to avoid throwing away food that can be eaten later is another tip, with freezing instructions found on product packaging.
