Increasingly, young people are hankering for pricey foods. In a recent survey, groceries represented the top category that Gen Z and Millennials say they plan to splurge on, outpacing restaurants, travel and fitness. Gen Xers were the top spenders on groceries, followed by Boomers. Some 20-year-olds are taking on second and third jobs to afford their daily $19 smoothies. While some Gen Zers are leaning into the rising costs by prioritizing health foods and expensive snacks, gone are the days of the latest iPhone and designer handbags being at the top of young people’s lists. “It” items are now pricey snacks and fun drinks. Buying a $53 box of croissant-shaped cereal or a $45 bag of potato chips might seem outrageous, but they’re still more affordable than a $2,000 handbag. Gen Z is turning to a whole new status symbol: the grocery cart. According to cookbook author Barbara Kafka, "The food you purchase is a reflection of your position in society. It’s a way to upgrade the image of yourself.” Gen Z is taking this to the next level. Boomers, on the other hand, are left scratching their heads, trying to figure out why young people insist on spending $19 on a pastel-colored smoothie that’s only popular because celebrities like Hailey Bieber, Bella Hadid and Sofia Richie sanctioned them. For Erewhon, an upscale supermarket in Los Angeles, it’s all about the $171 million profit they pulled in last year for making those smoothies and other Gen Z staples.
