Consumer Digest: Consumer Sustainability Trends April 2024

Welcome to the April Consumer Digest, where we provide relevant, informative and actionable insights around consumer trends. This month, we focus on sustainability including what’s driving choices and habits when shopping, as well as how consumers define sustainability when it comes to the products they consume. Finally, we’ll look at Mother’s Day and Cinco De Mayo traditions.

More than half of shoppers are concerned about climate change

% Kroger shoppers concerned (T3B) with climate change by generation:

• Millennials: 68%

• Gen X: 57%

• Boomers: 50%

What does “sustainability” mean when it comes to products you consume?”

• Reusable products

• Reducing waste

• Locally sourced

• Organic products

• Reusable packaging

• Less plastic

• Sustainable practices

• Environmentally friendly

• Low carbon footprint

• Long lasting products

Does sustainability drive shopping behavior?

19% of shoppers say they frequently seek out sustainable products and 22% of shoppers find sustainability very important when it comes to choosing which products to purchase.

When shopping for groceries, which actions do you take?

• Buy local and seasonal produce: 49%

• Bring reusable packaging to use while shopping: 45%

• Avoid single-use plastic: 37%

• Buy sustainability farmed products: 22%

When shopping for groceries, what is most helpful to shopping sustainably?

• Discounts for bringing reusable bags: 45%

• Offering discounted soon-to-expire food: 34%

• Recycling or composting: 27%

• More promotions or coupons for sustainable products: 27%

Categories where customers seek sustainable products when shopping for groceries:

• Paper products: 59%

• Household cleaning: 55%

• Shelf-stable: 34%

• Dairy: 33%

• Deli, meat or fish: 28%

• Personal care: 28%

• Health care: 24%

• Drinks: 23%

• Beauty: 22%

• Frozen food: 21%

• Snacks or candy: 16%

• Cereal: 16%

• Baby care: 6%

What are shoppers doing to help save planet Earth?

Top sustainability actions taken by Kroger shoppers:

• Use LED light bulbs: 68%

• Use refillable water bottles: 67%

• Recycle glass, paper & plastic: 62%

• Spend time outside: 59%

• Reusable bags: 45%

Are customers willing to pay for sustainable products?

Mother’s Day Plans

What are customers planning to buy for Mother’s Day at a grocery store?

• Flowers: 42%

• Card(s): 35%

• Do not plan on purchasing: 34%

• Gift card(s): 19%

• Candy: 18%

• Self-care items: 11%

• Perfume/Fragrance: 7%

Top Mother’s Day Celebrations for 2024:

• Make a meal at home: 32%

• Dine in at a restaurant: 22%

• Have a meal at a family member or friend’s house: 17%

• Invite family or friends over: 11%

What shoppers are looking forward to this Mother’s Day:

• Time with family: 44%

• Time with their mom: 30%

• Sleeping in: 13%

• A day without chores: 13%

• Taking a nap: 12%

Cinco De Mayo– “Margarita-mania!”

The majority who plan to celebrate Cinco de Mayo this year are Millennials

• Millennials: 62%

• Gen X: 46%

• Boomers: 35%

Plans for Cinco de Mayo!

• Drink a margarita: 19%

• Cook traditional dish at home: 15%

• Dine out at Mexican restaurant: 13%

• Not Sure: 11%

• Order Mexican takeout: 9%

• Visit family or friends: 5%

• Host a celebration: 5%

• Attend parade: 4%

• Talk to family/friends about history: 3%

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SOURCE: 84.51° Real Time Insights, April 2024