A recent MPAC Survey 2025 highlighted by ESM Magazine shows that while younger consumers are digital natives, 76% of 18–35-year-olds still prefer shopping for food in supermarkets, while 14% buy online for convenience.
So, the future of retail is not simply “digital-first.” It is choice-first, trust-first and relevance-first.
A few insights stand out:
- Social media is now a major purchase driver, especially TikTok
- 57% of young consumers are comfortable with AI product recommendations
- Price remains the number one factor in food purchasing decisions
- Brand loyalty is weaker, with only 3% citing brand as their primary purchase factor
- Younger shoppers are more engaged with organic products, food waste reduction and sustainable packaging
For retailers, brands and media channels, this points to a clear challenge: how do we connect with younger consumers in a way that is credible, useful and timely?
Digital influence is growing fast , but the physical store remains central. That makes the role of omnichannel communication even more important.
We see this as a strong reminder that effective consumer engagement does not come from one single channel. It comes from the right mix: digital touchpoints, in-store experience, trusted information and tangible media that cuts through the noise.
