In a McKinsey survey in February, groceries represented the top category that Gen Z and millennial respondents said they planned to splurge on, outpacing restaurants, travel, and fitness; in 2017, Gen Xers were the top spenders on groceries, followed by boomers.
In June, Bank of America reported that its Gen Z customers spent more at premium grocery stores than any other generation.
The trend picked up steam with Gen Z. Millennials and Gen Zers are driving demand for vegetarian and vegan food.
In a recent YouGov survey for Whole Foods, 70% of Gen Z respondents indicated they were willing to pay more for high-quality foods.
Related storiesTo be sure, Gen Z isn't the first generation to serve up food as a status symbol.
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