The source explains that missing percentage points to 100 percent make up the population with a neutral preference.
* The total sample size of 17,218 includes a minimum of 1,000 respondents in each of the 17 markets analyzed.
The release date is the date of access.
The source does not provide information on the original wording used during the survey. Thus, the wording chosen for this statistic may differ slightly from the one in the survey.
Citation formats
Shopping channel preference among UK millennials & Gen Z for groceries 2023
Although many young consumers in the United Kingdom prefer to shop online for several kinds of products (e.g., for apparel and footwear), that preference does not apply to the same extent for groceries. In 2023, about ** percent of Gen Z and just over ** percent of millennials said they would prefer to shop mostly in-store for groceries, given the option.
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Klarna. (May 12, 2023). Share of Gen Z and millennial consumers that would prefer to shop mostly online/in-store for groceries in the United Kingdom in 2023 [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 27, 2026, from /statistics/1384508/mostly-online-vs-offline-shopping-groceries-uk/
Klarna. "Share of Gen Z and millennial consumers that would prefer to shop mostly online/in-store for groceries in the United Kingdom in 2023." Chart. May 12, 2023. ÌÇÐÄÆƽâ°æ. Accessed July 27, 2026. /statistics/1384508/mostly-online-vs-offline-shopping-groceries-uk/
Klarna. (2023). Share of Gen Z and millennial consumers that would prefer to shop mostly online/in-store for groceries in the United Kingdom in 2023. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 27, 2026. /statistics/1384508/mostly-online-vs-offline-shopping-groceries-uk/
Klarna. "Share of Gen Z and Millennial Consumers That Would Prefer to Shop Mostly Online/In-store for Groceries in The United Kingdom in 2023." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 12 May 2023, /statistics/1384508/mostly-online-vs-offline-shopping-groceries-uk/
Klarna, Share of Gen Z and millennial consumers that would prefer to shop mostly online/in-store for groceries in the United Kingdom in 2023 ÌÇÐÄÆƽâ°æ, /statistics/1384508/mostly-online-vs-offline-shopping-groceries-uk/ (last visited July 27, 2026)
Share of Gen Z and millennial consumers that would prefer to shop mostly online/in-store for groceries in the United Kingdom in 2023 [Graph], Klarna, May 12, 2023. [Online]. Available: /statistics/1384508/mostly-online-vs-offline-shopping-groceries-uk/
