Two future grocery shopping opportunities revealed by today’s trends
Grocery shopping is often more than a simple errand – it’s a complex decision-making process that reflects broader trends in consumer preferences, behavior and technology. And when it comes to improving the shopping experience, consumers have clear opinions on the improvements they wish to see. Our research into the grocery experience and shopper expectations reveal a gap in how different generations approach grocery shopping planning, as well as opportunities for innovation.
Grocery shopping planning
Grocery shopping planning is an important part of the shopper’s journey. During this phase, shoppers determine the items they need and map out the aisles they will navigate. But not all shoppers find grocery shopping planning intuitive. Survey results indicating that grocery shopping planning is easier for older shoppers than younger ones highlight a key opportunity to better engage younger shoppers.
Shoppers who lack established routines and cooking experience compared to older, more seasoned grocery shoppers, may find grocery shopping planning overwhelming. To close the gap, brands and retailers have an opportunity to collaborate on making grocery shopping planning easier. According to shoppers, offering more intuitive digital tools, linking recipes to shopping lists and providing clear pricing and stock information and other changes would be beneficial.
Where shoppers are seeking innovation
Health-oriented and functional foods are among the top areas where shoppers are looking for innovation, with over 50% of shoppers seeking high-protein products and 43% wanting clean ingredients. For CPG brands, this suggests opportunities to differentiate by highlighting products’ functional benefits and clean ingredients, particularly in categories where innovation demand is high, such as for protein and beverages.
Additionally, the findings highlight a gender gap in health-conscious shopping, with women showing stronger interest in low fat, clean ingredients and organic products compared to men.
Building a better tomorrow
Tools that emphasize ease of use, convenience and inspiration through guided experiences can help build shopping confidence and engage younger shoppers. Shoppers also want to see new products in a wide range of categories, especially in health-oriented and functional foods. The future of grocery shopping lies in understanding and adapting to these evolving consumer needs, ensuring that every trip to the store is efficient, enjoyable and aligned with shoppers' expectations.
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