The grocery trip is changing as shoppers look for better value, more convenience, and fewer wasted purchases.
1. Store Brands Are No Longer the Backup Choice
Private-label products have moved into the mainstream. In 2026, 92% of U.S. grocery shoppers reported having store-brand products at home, while nearly half said they had increased their purchases over the previous year. (fmi.org)
2. Shoppers Are Buying With a List
Impulse shopping is becoming less common. McKinsey found that 51% of grocery consumers had reduced impulse purchases, while 43% were comparing prices more carefully. (mckinsey.com)
3. Online Grocery Is Still Growing
People may still prefer walking through a supermarket, but online grocery continues expanding. NIQ projects U.S. online grocery sales could reach $452 billion by 2028, with ecommerce expected to generate most grocery-sales growth. (nielseniq.com)
4. Prepared Food Is Facing More Competition
Prepared meals remain popular, but shoppers are becoming more price-conscious. A 2026 shopper study found that monthly purchases of grocery-store prepared foods fell from 66% to 62%, with cost and a preference for cooking at home among the main reasons. (ensembleiq.com)
5. Fresh Food Matters More
Fresh produce, meat, and prepared foods are increasingly influencing where people shop. McKinsey found that 35% of consumers had switched stores because they were dissatisfied with fresh-food quality. (mckinsey.com)
6. Grocery Shopping Is Becoming More Deliberate
Overall, shoppers are buying fewer items while thinking harder about each one. U.S. grocery sales grew 1.2% in 2025, but volume declined 1%, showing that higher spending did not necessarily mean Americans were buying more food. (mckinsey.com)