Consumer Digest: The Future of Grocery Shopping October 2024

How shoppers believe grocery shopping will evolve

Customers predict an evolution in grocery shopping over the next 2-3 years, primarily driven by technological advancements. A common theme is an increased reliance on digital channels, with many expecting to use smartphones, apps, and online platforms more frequently for both shopping and meal planning.

Using technology is believed to contribute to a more automated shopping experience, including smart carts to facilitate faster checkouts and AI integration which suggests grocery items or recipes.

Cost-conscious behavior is another recurring theme, as many customers anticipate shopping for deals, using more coupons, and shifting towards bulk purchasing and generic brands due to rising prices. Some responses also suggest a rise in online ordering and grocery delivery services, hinting at a potential decline in traditional in-store shopping.

Health-conscious shopping was mentioned for seeking more healthy, organic, and vegan options.

Overall, customers foresee a more personalized, efficient, and technology-driven approach to grocery shopping while also being mindful of their budgets.

From app to aisle: Shoppers are using tech-savvy tools

Grocery planning & meal prepping: How to make it “easy”

Grocery shopping planning is easier for older than younger shoppers.

• Ages 18-34: 26%

• Ages 35 – 54: 33%

• Ages 55-74: 46%

How grocery planning could be made easier:

1. Improving online shopping list functionality, including real-time inventory updates.

2. Providing a broad range of digital coupons, with a preference for automatic application.

3. Offering recipe suggestions linked to shopping lists, catering to diverse dietary preferences.

4. Ensuring accurate pricing and stock information on apps and websites.

5. Maintaining consistent store layouts and clear signage to improve the ease of locating products.

The ease of meal prepping and cooking is somewhat consistent across age cohorts.

• Ages 18-34: 30%

• Ages 35 – 54: 27%

• Ages 55-74: 31%

How meal prepping and cooking could be made easier:

1. Increasing the variety and affordability of meal kits and grab & go options, catering to different HH sizes and dietary restrictions.

2. Providing recipe ideas or cards conveniently placed in-store and offering digital recipes tailored to customers’ purchases and preferences.

3. Offering better deals on prepared foods and meal kits.

4. Selling competitively priced pre-cut or prepared ingredients to save customer’s time.

5. Enhancing the selection of healthier and dietary-specific ready-made meals to meet the needs of various customers.

Next-gen groceries: Shoppers are seeking new and innovative products for “tomorrow”

Top five categories where shoppers seek innovation among non-category shoppers:

• Baby care: 20%

• Fresh bakery: 10%

• Cereal: 9%

• Snacks or candy: 8%

• Deli, meat or fish counter: 8%

Shoppers seek new and innovative products with nutritional benefits, with some differences by age cohort.

• High protein: 51%

• Clean ingredients: 43%

• Functional benefits: 40%

• Low sodium: 37%

• High fiber: 36%

• Rich in antioxidants: 33%

• Low calorie: 32%

• Low fat: 26%

• Organic: 25%

• High in calcium: 20%

• Gluten free: 12%

• Allergen free: 10%

• Vegan: 8%

Top 3 nutritional benefits sought after by age group:

Ages 18-34:

• Functional beverages

• High protein

• Clean ingredients

Ages 35-54:

• High protein

• Clean ingredients

• Functional beverages

Ages 55-74:

• High protein

• Low sodium

• Functional beverages

Thanksgiving 2024 – Turkeys & time together!

Thanksgiving Plans: With most customers celebrating Thanksgiving in their own home, as a guest or going to a restaurant, turkey and tradition are alive and well! Only 11% don’t plan to celebrate Thanksgiving this year.

Plans for Thanksgiving:

1. I’ll be a guest at someone else’s house for Thanksgiving: 46%

2. I’ll be hosting a Thanksgiving meal at my house: 29%

3. I will not be celebrating Thanksgiving this year: 11%

4. I’ll be both hosting and attending Thanksgiving meals: 5%

5. Other: 5%

6. I’ll go to a restaurant: 4%

Thanksgiving Meals: 44% of shoppers will prepare their Thanksgiving meals using a mix of both homemade and store-bought items. Turkey rules as the main dish for 81% of shoppers.

What type of Thanksgiving meals do shoppers plan to have this year?

• Meal prepared with both homemade and store-bought items: 44%

• Meal prepared entirely from scratch: 25%

• A potluck where each guest brings a dish: 18%

• Meal prepared entirely from store-bought items: 12%

• Other: 2%

• A catered meal: 1%

Most challenging part of preparing for Thanksgiving:

• Cooking the meal: 29%

• Coordinating with family/guest: 23%

• Cleaning up after the meal: 18%

• Shopping for ingredients: 12%

• Planning the menu: 9%

• Family conflict: 5%

• Other: 4%

Likelihood to try a new recipe this Thanksgiving:

• Unlikely or not likely at all (B2B): 24%

• Very or extremely likely (T2B): 20%

Those who are planning to try a new recipe will seek inspiration from these sources:

• Recipe/food websites: 60%

• Cookbooks: 38%

• Pinterest: 37%

• Family/friend recommendations: 34%

• Cooking show: 26%

• Instagram: 22%

The night before Thanksgiving:

• Begin preparing Thanksgiving meal: 52%

• Watch TV/Movie: 48%

• Clean the house: 31%

• Gather with friends and family: 25%

• Play games: 14%

What happens to Thanksgiving leftovers?

• Eat as is: 73%

• Use for sandwiches: 55%

• Give to friends/family: 39%

• Use for casseroles/pot pies: 24%

• Freeze: 20%

• Use for soups: 20%

• Use for salads: 12%

• I do not have any leftovers: 3%

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Source: 84.51° Real Time Insights Survey, October 2024.