Prices, habits and expectations all move fast in the grocery shopping sector — and our TGI data shows what matters now.
Here we explore trends in the grocery shopping behaviour and attitudes of those responsible for at least half of the grocery shopping in their household (main shoppers) and how this has changed over the years..
Shopping still feels like a chore to many
Many people still find grocery shopping dull. Today 37% of main shoppers say it feels like a chore. That number rose before Covid, then dipped when certain supplies became more scarce and shopping more of a battle during the pandemic.
But it has since climbed again in the years since, sparking an impetus for retailers to make the shopping experience as frictionless as possible.
Convenience still drives store choice
Convenience still decides where people shop. In 2016 51% of main shoppers said they often switch stores if another option is quicker. By 2023 that number peaked at 61% before easing slightly.
In a world where shopping is a bore for a lot of consumers, shoppers want to be able to get to the shop and through the process of shopping as quickly and easily as possible. For many, when a store saves them time, they move. For retailers, store placement and easy‑to‑use services matter more than ever.
Own-brand acceptance has grown steadily
Shoppers now see more value in own-brand products. A decade ago 52% saw own-brand as equal to branded goods. Today it is 66%. The shift has been steady, not driven by any single event.
This long-term trend shows that quality expectations have changed. If a product works and saves money, shoppers trust it.
Price can outweigh brand reputation
One attitude did shift quickly during the cost-of-living squeeze: price now beats reputation for more people. Early in 2023, 25% of main shoppers said they would buy from any business if the price was competitive. That number abruptly jumped the following year as the cost of living bit harder and has remained elevated.
Shoppers choose what works and what costs less. Increasingly, brand alone will not move them.
Price and quality still shape the weekly shop
Despite years of market disruption, two factors remain constant when main shoppers choose where to shop: value for money and product quality have been the two biggest factors driving which shops to use for regular shopping. Although they have themselves seen fluctuations, these drivers have held firm in the top two spots before, during and after the pandemic.
In a changing market, they are the constants retailers can rely on.
Promotions have new power
More shoppers now look for deals. In 2019, 44% of main shoppers said they always look for food and drink promotions. By early 2024 that figure hit 60% and remains high.
Clear and simple offers cut through. Strong promotions online or in-store carry far more influence than before and open new ways to connect with shoppers.