Shoppers Claim Openness, Yet Routines Persist (Image Credits: Pixabay)
Recent research from Kroger Precision Marketing exposed a familiar tension in grocery shopping: consumers express eagerness for novel products, but their carts often reflect steadfast routines.[1][2]
Shoppers Claim Openness, Yet Routines Persist
Nearly seven in ten grocery shoppers indicated they welcomed innovative and unique items, a figure that reached 68% in surveys conducted by Kroger’s data science arm, 84.51°.[2] This enthusiasm surfaced particularly for trusted private label brands. However, actual purchase data painted a different picture, with habits dominating most trips.
Shoppers added new items to their baskets on roughly three out of every ten visits. Four out of five decisions to try something different occurred in-store, underscoring the role of immediate surroundings in swaying choices. Multi-channel exposure, blending digital ads and physical displays, boosted awareness significantly, as 61% of such shoppers noticed promotions compared to 32% who shopped only in brick-and-mortar settings.[3]
Subtle Changes Trump Radical Reinventions
Consumers defined “innovation” in modest terms rather than sweeping transformations. An overwhelming 88% viewed new flavors added to established brands as genuinely innovative.[4] Seasonal variations followed at 56%, while updates to features or claims garnered 44% approval.
Less compelling proved alterations like new textures or functional benefits, each at 38%. Packaging tweaks lagged far behind, with only 20% considering size changes innovative and 18% swayed by design refreshes. This preference for familiarity explained why brands succeeded by evolving trusted lines incrementally.[5]
Prime Locations Seal the Deal In-Store
In-store visibility emerged as a critical driver, with 79% of shoppers discovering new products through displays or promotions. Endcaps drew expectations from 68%, far outpacing checkout areas at 22%.[1] Seasonal and promotional zones ranked next at 55%, followed closely by regular aisles at 54%.
- Endcaps: 68% of shoppers anticipate new items here.
- Seasonal/promotional areas: 55%.
- Regular aisles: 54%.
- Dedicated new item displays: 34%.
- Checkout: 22%.
Online channels complemented these efforts, as 51% spotted innovations via ads and 46% on savings pages. Word-of-mouth and digital media rounded out top discovery methods.
Discounts Provide the Final Push
Price emerged as the ultimate habit-breaker. A modest 5% reduction prompted 60% of shoppers to switch to a new product, climbing to 80% at 20% off.[4] “As a tactic to get consumers to try something new, steep discounts are undefeated,” 84.51° noted in its Consumer Digest report.[2]
| Discount Level | % Willing to Try New Item |
|---|---|
| 5% lower | 60% |
| 10% lower | 77% |
| 20% lower | 80% |
| 25% lower | 81% |
Coupons and samples amplified this effect, especially in high-interest categories like snacks (76% openness) and beverages (60%). Brands paired these incentives with familiar tweaks to maximize trials.
- 68% of shoppers open to innovation, favoring flavors (88%) and seasons (56%).
- In-store endcaps and displays drive 79% of discoveries.
- Even 5% discounts sway 60%, proving value’s outsized role.
Kroger’s findings highlighted a clear path for brands: leverage subtle evolutions, strategic placements, and targeted savings to nudge consumers beyond comfort zones. This approach not only respected ingrained behaviors but also capitalized on stated curiosities. What strategies have you seen work in your grocery runs? Tell us in the comments.
