A typical grocery store stocks tens of thousands of different items. The average shopper buys a few hundred of them, at most. We tend to stick to our favorites and aren’t very adventurous when it comes to filling the fridge or stocking the pantry.
But whether it’s due to rising prices, increasing health consciousness, or just plain boredom, that’s starting to change.
A new survey finds that shoppers are becoming choosier at the grocery store – considering new products, rethinking their usual choices, and taking their time deciding what to put into their carts.
The research firm Reach3 Insights found that more grocery shoppers are reconsidering their habits, which is good news for the brands they’re now considering, and not-so-good news for the brands they no longer do.
92% of shoppers said they notice grocery prices more now than they used to. As many are looking to save money by considering cheaper alternatives, or are just stepping back to rethink their usual choices, 81% said they’re now more open to trying new grocery brands.
“Shoppers aren’t necessarily loyal to what they’ve always bought,” Reach3 found. “They’re curious about what else is out there.”
Whether or not they end up shaking up their routines, 78% said they pay closer attention to the brands and products they choose. And 44% said they’re spending more time in the grocery store, carefully weighing their options. “What used to be a quick grab-and-go has become a more considered process for nearly half of American shoppers,” Reach3 noted.
Considering different choices, and actually making different choices, are two different things, however. A recent report from the data analytics company 84.51° shared a similar finding, as 70% of the shoppers it surveyed said they were open to trying new products.
But relatively few of them ever did. Only 30% of those shoppers actually went through with buying new products they hadn’t purchased before. The main thing holding them back? Price.
When asked what would get them to switch, shoppers said the two most effective triggers were coupons and discounts. That suggests they’re more likely to try new brands if doing so can save them money, not necessarily because they’re willing to pay a premium for something new and better.
“For decades, many grocery categories ran on something close to cruise control. Shoppers reached for familiar brands without much deliberation, simply out of habit,” Reach3 concluded. “Today’s shoppers are paying closer attention. They’re weighing alternatives, reconsidering brands they once bought automatically, and thinking more carefully about what feels worth it.”
With fewer purchases happening on autopilot, new brands have a better opportunity to win new customers, while old favorites will need to work harder to earn repeat business. Price isn’t everything, but with cost-conscious shoppers reconsidering their habits, a coupon or deal could make the difference between staying on a loyal shopper’s list – or staying on the shelf.
Image source: kevin laminto on Unsplash
