U.S. Grocery
2025
Shoppers value health, entertainment, exploration, and convenience, and often justify their purchases through these frames. Click on the icons below to view information about each section.
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Health
Health and nutrition are often at the heart of shoppers’ notions of “necessities.” Some shoppers, such as health-conscious and physically active shoppers, justify expenses as part of their training and health routines.Did You Know?
Most shoppers (77%) say they put at least some effort into making healthy food choices. -
Exploration
Grocery shoppers balance buying the same items and seeking new ones. For some grocery shoppers, running across unexpected finds meets their value for discovery. Closely related is the idea of food as a form of cultural exploration and travel.Did You Know?
Many shoppers tend to like cooking both familiar and new dishes about equally, with only about a quarter (26%) preferring exploration.
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Entertainment
Shoppers perceive entertainment as both “indulgence” and “necessity.” While foods and beverages that grocery shoppers think of as treats fall under the “indulgence” category, many shoppers consider enjoyment and pleasure necessities.Did You Know?
Interestingly, 31% of grocery shoppers say an exciting environment to browse for ideas or products is very important in a primary store. -
Convenience
Grocery shoppers are strategic about trade-offs between time and energy. Convenience often meets other needs, such as healthy eating, home cooking, or exploration and discovery. Framing convenience in terms of serving multiple “necessities” can help make it a more relevant and acceptable expense.Did You Know?
This year’s Trends report shows that 32% of shoppers will pay more to avoid shopping multiple stores.
What
Means to Shoppers
Eating well goes beyond nutrition, balancing health, enjoyment, convenience, and personal values.
Shoppers consider their household’s needs, desire for exploration, and cooking habits.
How do you define basic food needs?
The Logic of Food Shopping
”Eating well” defines the logic of grocery shopping. This year’s U.S. Grocery Shopper Trends report explores how shoppers manage their grocery shopping.
Grocery shoppers constantly navigate the tension between control and flexibility when managing their household spending. Their definitions of “necessities” and “non-essentials” reflect their notions of value.
Food for Thought
Read our blog for a deeper dive into shopper personas, decision-making strategies, and the motivations behind purchasing choices.
U.S. Grocery Shopper Trends Reports
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