TL;DR: Consumers are adapting to inflation by prioritising value and convenience in grocery shopping, with quick meal options and health claims becoming more popular. Despite higher prices, they continue to buy organic and fresh products.
Grocery Trends
ARLINGTON, VA. — Consumers’ shopping habits are changing as they seek value and convenience. New data from FMI – The Food Industry Association reveals these trends.
Report Insights
The report, “US Grocery Shopper Trends: Finding Value,” surveyed over 2,000 primary shoppers in the United States. It aimed to understand consumer behaviour and thoughts amid inflation. Although 91% of shoppers worry about rising prices and have changed their shopping habits, only 32% are buying fewer items. Even fewer are cutting back on key food categories like organic (15%) and fresh products (14%), explained Leslie G. Sarasin, president and CEO of FMI.
Stabilised Concerns
“FMI’s national survey found that grocery shoppers’ concerns about inflation have stabilised in recent months, showing how resilient consumers are when it comes to food shopping,” Sarasin said. Shoppers are now prioritising value, focusing on quality and optimising purchases for enjoyment, convenience, and waste reduction at home.
Quick Meals
Quick meal options have become very popular over the last four years, especially those prepared in under half an hour. FMI found that 32% of shoppers spend less than 30 minutes preparing meals at home, up from 18% in 2020. Additionally, 75% now spend less than an hour on meal prep, an increase from 63% in 2020. These findings align with an earlier FMI report showing that nearly 60% of consumers’ midday meals and 65% of morning meals are prepared in under five minutes.
Retail Innovations
“In recent years, food retailers have innovated around solutions such as meal kits, partially prepared options, and ready-to-eat meals,” FMI noted. However, there is a tension between shoppers’ desire for more efficient meal solutions and their wish to retain control and engagement in the cooking process.
Health Emphasis
Besides convenience, consumers also focus on health claims. Shoppers frequently seek claims related to avoiding negatives (62%), such as low sugar, low sodium, or low fat. Other sought-after claims include minimal processing (47%), good sources of fibre (31%), and ethical practices (24%).
