South Africa, June 12 -- South Africa's Gen Z - those aged roughly 15 to 27 - are a generation shaped by disruption. Born into democracy but coming of age in economic uncertainty, digital acceleration and social reinvention, they are navigating adulthood on their own terms.

Slowly but surely, they're leaving their mark on retail, too.

While fewer than half of Gen Zs currently identify as a 'household' grocery shopper, their influence is already being felt - from what is being bought to where and how it's being bought. Their behaviour offers a glimpse into the retail landscape of tomorrow, shaped by digital influence, values-driven choices and evolving expectations.

Under-resourced but upwardly mobile

Gen Z is the least urbanised and m...