In the turbulent economic environment, money is losing its value. Consumers are reevaluating their spending across sectors. With a looming crisis of trust in financial institutions, how are people managing their budgets? And how can brands navigate the complex relationship between value and cost?

Erewhon has become more of a movement than a grocery store as shoppers clamor for kale chips and sea moss gummies, with some even working extra jobs to afford their purchases. What does the appeal of shops like Erewhon and Trader Joe’s say about how supermarkets can attract Gen Z customers?

Younger generations are now splurging on groceries, a shift from previous spending trends on luxury items like designer clothing and expensive vacations. People are looking for more everyday experiences of luxury, and flashy food and beverages are becoming a popular indulgence.

A study has revealed a generational divide between the way Gen Y and Z grocery shop, as the former more often buy groceries online via delivery or curbside pickup. Busy Gen Yers are looking to take their time back, and the opportunity for brands is to make shopping as frictionless as possible.

Consumerhaus is an online marketplace for young people to engage in mission-driven food, beverage, and wellness brands, as well as their founders’ stories and values. How is it signaling a new era of e-commerce and attracting savvy Gen Z shoppers that buy with their values?