Description
This syndicated study looks at how urban shoppers in modern trade actually decide — before they leave home and once they are in front of the shelf — based on an online survey among recent visitors to the major grocery retailers. Against a backdrop of economic caution and price sensitivity, it shows how apps, promotions and in-store communication together shape the basket, and where brands can still change the outcome.
What the study covers:
- How shoppers choose a store, the missions they come with, and how planned their purchases really are
- The categories bought most often, and where private label competes hardest with brands
- Retailer apps as a pre-shopping ritual, and the promo mechanics used versus the ones preferred
- What promotions actually do to behaviour, and what makes shoppers switch brands in the aisle
- Exposure to retail media: formats noticed in store and how influential they prove to be
- What weighs most in the end — price, promotion, availability or brand — plus take-outs for brand and media planning
Study Methodology & Sample Specifications
Methodology: Quantitative interviews
Sample: 485 online interviews with shoppers
Fieldwork: 2026
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