Rethinking Routine: What’s Really Happening in the Grocery Aisle?
Top 3 Learnings from our National Research Study
1. Price Awareness is Nearly Universal
Changes in Shopping Methods Over Time:
(% Selected, Multiple Choice)
%
...of Americans notice the price of grocery products more*
%
…are paying closer attention to brands/products they choose
*Households with kids are significantly more likely to have increased awareness of grocery prices (95%) compared to households without kids (91%)
2. Shopping Trips are Taking Longer
Changes in Shopping Methods Over Time:
(% Selected, Multiple Choice)
%
... of Americans are open to trying new grocery brands
%
...are spending more time in the grocery store than before
Gen Z is significantly more likely to spend more time in the grocery store than Baby Boomers:
- Gen Z 🧑 52%
- Baby Boomers 👴 37%
3. Younger Shoppers are Turning to New Information Services
Role of AI in Grocery Shopping Decisions by Age Cohorts:
(% Selected, Multiple Choice)
% of shoppers who are using sources like ChatGPT and Claude when gocery shopping…
- Gen Z 30%
- Millennials 22%
- Gen X 11%
- Baby Boomers 8%
Information sources are important, as younger shoppers, along with parents, consider what a brand stands for when making purchase decisions…
(% Selected, ‘I Consider What a Brands Stand for When Grocery Shopping More Than In the Past’)
%
Total
%
Gen Z
%
Millennials
%
HHs with kids 👨👩👧👦
What This Means for Brands and Retailers:
In today’s dynamic economy, shoppers are looking for products that meet their needs – and their budget – and are willing to spend the time to find what is right for them. It is important for brands and retailers to understand this shopping evolution and re-think how, where, and when to engage consumers.
A Word on Our Approach:
Research Methodology:
The survey was conducted in February 2026 among 1,003 nationally representative U.S. adults on Rival Group’s proprietary panel. Research was fielded using Reach3 Insights’ conversational research approach, powered by Rival Technologies — a mobile-first platform designed to capture in-the-moment consumer feedback quickly and at scale.
Take a look at the video to see a demo of how our technology works…
Curious to know more?
Email me at jon.dore@reach3insights.com or
use the Contact button below.
info@reach3insights.com // SMS: (833) 4Reach3 // Phone: (833) 4Reach3