In a time marked by inflation and financial uncertainty, more American families are turning to “Buy Now, Pay Later” (BNPL) services to put food on the table. According to a recent LendingTree survey, 25% of BNPL users reported financing groceries with these short-term loans in 2025—an increase from just 14% the year before.

This rise is most evident among Gen Z consumers (ages 18 to 28), where nearly one in three have used BNPL for groceries. For this age group, groceries now rank as the fourth most common BNPL purchase category, following clothing, electronics, and home décor.

While BNPL services like Klarna, Afterpay, and Affirm offer payment flexibility and interest-free installments, they also raise concerns about long-term financial health. A staggering 41% of users admitted to missing payments over the past year—up from 34% in 2024. Many consumers juggle multiple BNPL loans simultaneously, increasing the risk of falling into a debt spiral.

Partnerships between BNPL providers and food delivery platforms like DoorDash have expanded the reach of this model. Now, users can finance even takeout meals an indication of how normalized short-term credit has become for everyday expenses.

However, experts warn that relying on BNPL for basic necessities like groceries may signal deeper financial distress. These services, while convenient, are not a sustainable solution for those living paycheck to paycheck.

The trend highlights both the adaptability of young consumers and a growing need for better financial literacy and regulatory oversight. As BNPL use continues to rise, particularly for essential goods, the question remains: is this a sign of progress in consumer flexibility—or a red flag for a generation under financial pressure?

In either case, it’s clear that for many young Americans, the grocery aisle has become yet another place where credit not cash is king.