The trip size paradox: Why shoppers say one thing but do another

CPG brands have likely heard shoppers say they prefer stocking up with large, infrequent grocery trips to minimize the hassle of shopping. But take a look at the data on actual shopping behavior, and a different picture emerges.    Our survey research shows that over several quarters, consumers have consistently reported preferring large grocery shopping trips.  

But while shoppers favor loading up for the long haul, transactional data tells us that they frequently shop in-store to purchase just one or two items. On the flip side, when shoppers do opt for a larger stock-up run, they're more likely turning to online ordering for curbside or in-store pickup of 12+ items. 

  This disconnect between stated shopper preferences and revealed behaviors is what we call the "trip size paradox". Let's dig into what's really going on. 

The quick in-and-out trip

Single item, "go-get" trips have surged in popularity as shopper lifestyles have gotten busier and embraced more just-in-time purchasing. Whether it's picking up a missing ingredient, an impulse snack craving or a household essential that just ran out, these micro-shopping occasions often can't wait for a planned stock-up event.    Grocery retailers have responded by enhancing convenience with features like order ahead click lists, dedicated order pickup spaces and self-checkout to cater to shoppers dropping by for a quick stop. And the growth of smaller-footprint urban grocery concepts has made it even easier to squeeze in a quick grocery stop while running other neighborhood errands.    Meanwhile, the definition of a major stock-up event is shifting thanks to ecommerce. Shopping from the comfort of home for curbside pickup or delivery removes much of the hassle perception around major stocking trips. Shoppers can easily check inventory across a wide product selection, build large orders over time in their online cart and leverage personalized recommendations based on past purchasing history.    With major pain points diminished, shoppers are demonstrating a greater willingness to embrace the stock-up mindset—but through the online channel. For CPG marketers focused on larger basket-building opportunities, this is a chance to meet customers where they are.    Optimizing product content, developing meal solution ideas and offering purchase incentives can encourage shoppers to stock up bigger through carts enabled by ecommerce's scale. 

Meeting shoppers at both ends of the spectrum

The trip size paradox reveals shoppers living their lives across two divergent realities—juggling spur-of-the-moment, need-it-now trips while also planning ahead for major online pantry-stuffing hauls. CPG brands’ product portfolio and promotions need to align with each of these distinct shopper occasions and channels.    Leverage point-of-purchase displays, product samplings and personalized mobile promotions to catch shoppers' attention for that critical instant purchase. Simultaneously, provide compelling online content that inspires shoppers to click your products into their cart for that next big stock-up run. Adapting to the trip size paradox unlocks incremental growth opportunities at both ends of the spectrum.    With the right insights into how shoppers truly shop, you can move your brand into the modern realities of omnishopper behavior—and win with shoppers however they choose to buy.    Check out our infographic, Grocery retail trends to watch in 2024, to learn more about consumer shopping trends.