USA
81% of Americans Open to Trying New Grocery Brands, Study Finds: A new consumer study by market research consultancy Reach3 Insights reveals that 81% of Americans are willing to try new grocery brands, highlighting a growing shift in shopping behavior as consumers become more attentive to prices, product value, and brand reputation.
The report, titled “Rethinking Routine: What’s Really Happening in the Grocery Aisle,” indicates that rising economic pressures and greater access to information are reshaping how Americans make everyday purchasing decisions.
According to the study, price awareness among consumers has reached unprecedented levels. Nearly 92% of Americans say they notice grocery prices more than they did in the past, while 78% report paying closer attention to the brands and products they select. Analysts say the trend signals softer brand loyalty as shoppers weigh affordability, product benefits, and brand trust more carefully.
Researchers also found that grocery shopping is becoming a more deliberate process. About 44% of consumers say they now spend more time in grocery stores, suggesting that shoppers are comparing products and evaluating options rather than relying on habitual purchasing.
Younger consumers are driving much of this behavioral change. Members of Generation Z and Millennials are increasingly turning to new digital tools, including artificial intelligence, to assist with purchasing decisions. The study shows that 30% of Gen Z shoppers and 22% of Millennials use generative AI tools when grocery shopping, compared with 11% of Generation X and only 8% of Baby Boomers.
Jonathan Dore said the evolving grocery landscape reflects a shift from routine buying habits to more thoughtful decision-making.
“In this time of sustained economic volatility, the grocery aisle has become more evaluative, rather than CPG shopping being comprised of quick, non-conscious decisions,” Dore said. “Shoppers, particularly younger generations, are investing more time and attention into what they’re buying, and new tools like generative AI are becoming a bigger part of the decision process.”
The findings suggest that grocery purchases, once driven largely by routine, are now increasingly influenced by research, comparisons, and deeper brand evaluation. As a result, consumer packaged goods companies are facing a more competitive marketplace where brand loyalty can no longer be taken for granted.
To better understand shifting consumer behaviors, Reach3 Insights is encouraging companies to adopt more immersive research approaches, including tools such as Voice of Market analysis and Journey Mapping, which help brands identify the motivations and emotions behind purchasing decisions.
The research surveyed 1,003 nationally representative U.S. adults and was conducted using a certified consumer panel operated by Rival Group. The survey used conversational research techniques powered by the insights platform Rival Technologies, which captures mobile-based, real-time consumer feedback.
Experts say the findings underline a broader transformation in the retail landscape, where informed consumers are increasingly open to experimenting with new brands while carefully evaluating the value and authenticity of the products they purchase.
