The Logic Behind Grocery Shopping
It’s impressive to reflect on how grocery shopping has changed over time. When I was younger, it only took a five-minute drive to the local Dominion store since there was limited competition, private labels had not been introduced\, and health-conscious eating wasn’t a factor for shoppers.
The approach to grocery shopping during the 1960s and 1970s focused primarily on meal planning and cash budgeting, accompanied by the increasing availability of self-service supermarkets and processed foods.
In response to the inflationary wars, consumers are comparing prices on their mobile devices and seek out nutritious food brands at select retailers that align with their established grocery budgets. On average, consumers visit 2.1 stores when shopping, and nearly 25% have tried a new grocery store in the past six months.[1]
Today, there is an art to grocery shopping in which shoppers balance various factors beyond just price to determine value, with the overarching goal of “eating well” and having fun within their means.
As 2026 approaches, 78% of Canadian households identify as being cautious / vulnerable shoppers, with rising food prices their top concern,[2] and a steady weekly grocery budget of $180 compared to 2024.[3] With
- 90% of Canadian household shoppers planning their grocery trips in advance,[4]
- 56% of Canadians are primarily concerned with getting the most value for their money, and 35% have stopped purchasing “nice-to-have” products, [5] brands encounter a significant challenge in securing a place in consumers’ grocery baskets.
The Food Industry Association in partnership with The Hartman Group, released their study “US Grocery Shopper Trends, 2025 – The Logic of Food Shopping”. The Hartman Group identified four consumer priorities influencing increased spending on food:[6]
- Health: Healthy and nutritious foods are seen as a good investment, which will pay off both in terms of short term and long-term health benefits. Ie: High in protein / fibre, low in sugar. Functional food and beverages fit this mold.
- Entertainment: A blur between foods that are necessary and discretionary. Pleasure / Enjoyment / Relaxation is viewed by consumers as a need, not just a want. They are justified as a reward for their hard work. ie: Chocolate is a mood food. 61% of consumers are willing to pay more for high quality chocolate.[7]
- Exploration: The logic for spending more on food for exploration and convenience is quite similar. As with health, the rationale here is that spending more on food might be a way of spending less overall.
- Convenience: Food delivery has real value. I’m paying for the ease of not having to interact socially or drive to pick up what I want to eat.
It’s a choice that feels justifiable when my needs for health, entertainment, and exploration are already being met.
Food Distribution Guy’s Final Thoughts
As rising food prices remain a primary concern for Canadians, the majority of households are planning meals each week to manage their budgets. Grocery consumers balance control and flexibility in managing spending. With the average basket size holding steady as 2026 approaches, brands should focus on understanding how customers perceive these priorities relative to their products and develop strategies to highlight attributes related to health, entertainment, and exploration. Brands should highlight the value offered to consumers across various eating and drinking occasions.
References:
[1] State of the Grocery Report. www.corp.flipp.com, October 2025
[2] Leveraging Diversity for Growth, Nielsen IQ, October 2025
[3] State of Grocery Report 2025, www.corp.flipp.com, October 2025
[4] State of Grocery Report 2025, www.corp.flipp.com, October 2025
[5] The Changing Landscape of Grocery Shopping in Canada, www.abacusdata.ca, June 2025
[6] US Grocery Shopper Trends 2025: The Logic of Food Shopping, The Hartman Group, September 2025
[7] Chocolate Trends Shaping the Category, www.canadiangrocer.com. November 2025