Winning the Next Generation Grocery Trip: How CPG Brands Can Reach Gen Z Through Digital and Video Engagement

The grocery industry is shifting—fast. For decades, brands relied on circular placements, in-store displays, and mass media to shape the grocery trip. But for the next generation of shoppers—Gen Z—that journey begins long before they enter a store. It starts on a phone, often in a video feed, where inspiration, discovery, and intent are formed within seconds.

Gen Z isn’t just digitally fluent; they’re digitally native. And while they continue to shop in-store at high rates, they expect the digital world to travel with them—from scroll to shelf.

For CPG brands, the challenge isn’t choosing between online or in-store. It’s building a connected presence that influences Gen Z wherever they make decisions—and ensuring that influence translates into measurable sales.

The New Generation of Grocery Shoppers

Gen Z represents roughly 21% of the U.S. population and commands nearly $1 trillion in spending power. (Grocery Dive, 2024) But what truly sets them apart is how they shop.

They are the first truly omnichannel generation:

• Nearly three-quarters shop in-store weekly, but rarely without their phones. (Retail Dive, 2024)
• They research as they browse the aisle.
• They compare prices digitally.
• They expect personalization, relevance, and convenience every step of the way.

And before any of that happens, video leads the way. In fact, more than 70% of Gen Z shoppers discover new products through short-form video—TikTok, YouTube Shorts, Instagram Reels, and retailer apps. (Firework, 2024)

This means inspiration doesn’t start in-store. It doesn’t even start in the digital circular. It starts in the feed.

For CPG brands, this is a massive opportunity to influence the shopper journey earlier and more meaningfully than ever.

From Scroll to Store: How Video Drives CPG Conversion

Short-form video is becoming one of the most effective paths to purchase for younger consumers. As highlighted by Progressive Grocer, video engagement is emerging as a conversion engine in grocery, lifting baskets and driving interest among Gen Z shoppers. (Progressive Grocer, 2024)

Picture this: A Gen Z shopper sees a 10-second video in her retailer’s mobile app featuring a new CPG snack. She taps to save the offer, adds the item to her in-app list, and redeems the deal automatically during her next store trip.

That’s not just awareness—that’s action. And it’s how today’s brands turn impressions into in-aisle impact.‍

The Most Impactful Video Formats for CPG Brands

As retailers introduce video formats into their digital ecosystems, brands now have new high-impact channels to reach Gen Z at critical decision points.

1. In-App Video Ads (include visual examples)

Short-form videos embedded across the retailer’s mobile experience—digital circulars, product pages, the home feed, and more.

Why they’re valuable for brands:

• Capture shoppers in high-intent planning moments
• Influence item selection before the trip begins
• Deliver better engagement with native placements
• Connect digital inspiration with real-world sales

These placements let CPG brands shape the basket earlier than traditional retail media formats.

2. Interstitial Video Ads (include visual examples)

Full-screen video experiences triggered when users navigate through the retailer’s app.

Why they’re powerful for brands:

• Maximum visibility for new product launches
• Strong upper-funnel awareness
• Premium takeover moments where attention is guaranteed

For brands struggling to break through a crowded aisle, interstitials create an unmissable moment.

The Omnichannel Expectation—And What It Means for Brands

Gen Z expects a seamless, connected experience across online and in-store. For CPG brands, this means ensuring digital inspiration doesn’t end at the screen—it must translate to the aisle.

A winning brand strategy includes:

• Video that sparks discovery
• Mobile offers that drive trial
• Loyalty-backed promotions that reinforce value
• Consistency across channels—feed, app, shelf, checkout
• Real-time rewards or cashback to incentivize purchase

When brands show up in the right context, the retailer’s digital ecosystem becomes a powerful extension of the brand’s own marketing engine.

Technology as the Equalizer for CPGs

Historically, only the largest brands had access to the technology and resources required to activate connected campaigns that link digital engagement to in-store sales. Today, technology platforms like Swiftly make this accessible to brands of all sizes.

Swiftly enables CPG brands to:

• Run high-impact video campaigns within retailer apps
• Activate personalized offers targeted to the right shoppers
• Integrate seamlessly with loyalty moments and checkout
• Access closed-loop measurement—including incremental ROAS
• Understand exactly how digital exposure drives in-store sales
• Collaborate with retailers more effectively through shared insights

Brands no longer need to rely on broad assumptions. They get real data, real attribution, and real results.

Why Video Engagement Is the Next Frontier for CPGs

For Gen Z:

• Attention is currency
• Video is validation
• Authenticity drives affinity

This is why video matters for CPG brands:

• It boosts awareness and relevance with younger shoppers
• It drives trial during seasonal and new product campaigns
• It delivers stronger storytelling than static ads
• It creates a continuous connection from feed → app → store → basket

The bottom line: Video is no longer a branding tool—it’s a conversion tool.

The Takeaway: To Win Gen Z, Brands Must Win the Digital Moment

Gen Z’s grocery journey begins long before they reach the store. Brands that influence that moment—on mobile, in video, and through personalized digital offers—will determine what ends up in the basket.

By partnering with retailers and leveraging platforms like Swiftly, CPG brands can:

• Show up where decisions start
• Shape preferences before a shopper enters the aisle
• Drive measurable in-store lift through digital engagement
• Strengthen loyalty with the next generation of consumers

The future of CPG growth is hybrid: digital discovery + in-store action. Win the digital moment, and you win the trip.

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