Why European Gen Z Are Flying Abroad Just to Visit Supermarkets

Across European social media, a very specific kind of weekend trip is popping up on Gen Z feeds: fly to a nearby country on a cheap ticket and spend the entire time… visiting local supermarkets. Instead of hitting landmarks, these travelers hop between discount chains like Aldi and Lidl and neighborhood grocers, hunting for country‑specific frozen meals, snack flavors and limited‑edition drinks.

Persistent food inflation and wide price gaps between EU markets are part of the appeal. Items that have become expensive at home — dairy, sweets, ready‑meals — can still be noticeably cheaper a short flight away, turning “price checking” into a kind of game. TikTok and Instagram are amplifying the trend with formats like “how much can I buy with €20?” where the supermarket aisle becomes the main stage.

There’s also a mindset shift: for many young Europeans, the local grocery store feels more authentic than a luxury shopping street. It’s where you see what people actually eat, how they cope with inflation and which nostalgic or regional brands they still love. For Japanese travelers used to outlet malls and sightseeing circuits, a future wave of “supermarket‑only” overseas tours — bundled with LCC flights — would fit neatly with growing interest in everyday food culture and real‑life cost of living abroad.