Grocery shopping experiences in the future: What customers want

As we reflect on 2023 and look ahead to 2024, shopping trends continue to emerge that reflect new behaviors and desires. Consumer packaged goods (CPG) marketers are watching these trends closely, both to see what’s working and to learn how grocery customers would like to see their shopping experiences evolve. Our research reveals shoppers are looking for new grocery experiences and additional ways to save. 

As shoppers grow accustomed to ecommerce and digital shopping capabilities including grocery store apps and digital coupons, they’re already hungry for more advanced technologies and in-store activations. They feel their shopping experiences could be made even better by enhancements that provide more information and make their shopping easier and more experiential. 

Saving in new ways

Shoppers are also looking for savings to evolve. Whether they’re clipping or clicking, they’ve adopted widespread use of coupons – especially in the face of the economic uncertainty of the past few years. More than 90% of Kroger shoppers use coupons for grocery and household items today. In the future, they’d like to see those savings become more personalized and apply across more aspects of their regular shopping experiences. 

A majority of shoppers also said they’d like to see savings offers delivered directly to them, rather than having to seek them out and download them themselves. This snapshot of shoppers’ current behaviors and desires reveals a glimpse of what grocery shoppers will be expecting in the future, and how those preferences might evolve. Download the infographic to learn more about what customers are seeking from their shopping experiences as we move into the new year.