Consumers are increasingly cautious and anxious at the grocery store, with recent research showing that nearly half now research product labels and certifications, especially for ethical, sustainable, and health-related attributes.
Key Takeaways
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Decision anxiety is common: Over one-third of shoppers experience “aisle anxiety,” mainly due to too many choices and crowded aisles.
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Vetting purchases is rising: Forty percent spend more time researching labels and ingredients now than five years ago, preferring products aligned with personal and ethical values.
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Certainty brings satisfaction: Most shoppers believe that thorough investigation, leading to the right choice and a clear conscience, justifies the extra time spent.
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