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Gen Z and Alpha "healthy" shopping, how the generations' approach to shopping is changing in Albania
2025-08-13 16:26:04 / EKONOMI&SOCIALE
The way generations select their daily products in the supermarket differs from each other and Albania is not immune to this trend. Supermarket chains say that the Gen Z trend, which includes those born in 1997-2012, or Gen Alpha, which includes those born between 2010-2024 or 2025, will lead to a completely new approach to the products served on the shelves.
It is understood that for the younger generation, which is the Alpha generation, the imposition of shopping for specific preferences is done by parents. The trend is clear, however, that the younger generations, unlike Millennials (early 1980s to mid-1990s) and Gen X (1965-1980), are becoming more aware of the content of products, aiming for those that are healthier.
"The new generation is much more demanding, much more aware and much more digital. Gen Z and Alpha demand: Healthy and ecological products; Transparent origin of products; Personalized and interactive experiences; Easy access through social networks, " said Big Market representatives.
Meanwhile, CONAD administrator in Albania Alessandro Rosa states that the Alpha generation, which includes children up to 15 years old, has young people who already have their own personality and who want and have influence on the family's consumer decisions at all levels, not only regarding food consumption, but also in the most important ones such as choosing a car or clothing.
"This is a generation characterized by ultra-digitalization, accustomed since childhood to the use of smartphones and tablets and the use of social networks such as YouTube, TikTok, Snapchat, etc. Their parents are generally of the so-called millennials generation, i.e. from the age of 30 to 45, they give them autonomy and include them in daily decisions.
They are interested in fashion and cosmetics. In terms of food, they can be considered little “Foodies” because their parents have taught them to try different foods ranging from ethnic products, Chinese, Japanese, Indian, but also Italian cuisine, from pizza to pasta. They are more familiar with vegetarian diets, influenced by their parents’ lifestyle.
"Thanks to the autonomy they have been given and as a result of the encouragement from their parents' attention, children tend to pay more attention to their health and well-being and are very selective in choosing products to consume and often recommend them to their parents, as they have learned to appreciate quality even through expensive products," he says.
Meanwhile, according to Mr. Rosa, Generation Z includes young people from their teens to their 30s, are mainly students or at the beginning of their working lives, and usually without a stable income.
"Zoomers are also born digital, have a very open mind and do their shopping both offline and online. They dislike large retail structures and tend to prefer medium and small stores. They also use online shopping because of more detailed information and price benefits," he says.
The difference with previous generations is also the more focused digital approach of these latest generations. This has required that supermarket chains also orient themselves towards investments of this nature.
"The new generation demands transparency, convenience, digital experiences and healthy products, while also paying attention to the fact that products have ecological and recyclable packaging. To respond to these demands, we are definitely expanding the assortment and offer for organic, gluten free, sugar free, vegan and local products, improving digital channels, as well as more direct communication on social networks. Also, for an even better and faster service at the checkouts, we are expanding the application of self-service checkouts, " said Elona Hametaj, CEO of SPAR./ Monitor
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