FRUIT&VEGS / Supermarket, Ukraine

Growing appetite for healthy food (Trend 3 from State of Grocery Retail Europe 2025 by McKinsey & Company) 45% of Gen Z prioritize healthy eating, and 1 in 3 is ready to pay more for better choices. Yet only 35% feel their favorite stores offer enough healthy options. This gap is a powerful opportunity. But “healthy” means different things to different generations — from heart-health foods for Baby boomers to high-protein, low-calorie choices for Gen Z and Millennials. At Dzyuba Retail Atelier, we believe that health is becoming the new love language in retail — because the future of retail is not just to sell — it's to care. On the photo: our project of a healthy food store ‘Fruits&Vegs’ — a vibrant space fully dedicated to celebrating healthy eating.