Grocery Shopper Perspectives

Disruption on par with the rise of Millennials

Young parents – those under 45 with kids under 18 – see groceries differently: from pre-shop, to store choice, to price perception, to e-commerce, to prepared foods and more. They’re not the customers for which grocers have been optimizing the last two decades, but they’re the new normal; their habits will be the baseline for Gen Alpha.

This new report details both universal and regional differences in how young parents shop compared to others, and our expert team delivers insights on how grocers should begin to evolve their business models with this next generation in mind.

What’s driving the decline of traditional grocery?

More than 60% of households with children under 18 don’t spend most of their grocery budget in traditional grocery. As these shoppers raise families, they’re forming potentially lifelong grocery habits, they’re training the next generation of shoppers — and traditional grocery isn’t their go-to option. The same is true for more than 50% of consumers overall, and the 2026 Grocery Shopper Perspectives report explores why.

The report details how consumer perceptions of price, promotion and value have changed; the variables that have driven those shifts; the moves consumers are making to maximize value; and what it all means for traditional grocers. Our team of experts also examines the role of industry “best practices” and offers insightful commentary on how differentiated approaches can help grocers reestablish themselves in a crowded and diverse competitive landscape.

How do consumers choose a store — and who's winning?

Our 2025 report delivers a deep dive on the factors that drive store choice, including which aspects of each one matter most to consumers; which retailers have cultivated advantages in different areas; and which adjustments will be most impactful for retailers looking to level up.