Article · January 1, 2024

Stocking Up on Consumer Values

Consumers are making purchases based on a higher purpose. Learn how consumer values are molding new grocery trends.

Consumer values are the new shopping currency in the grocery aisle today, driving nearly half of all consumers to make purchases based on a higher purpose. It’s no longer just about filling the cart; it’s filling the soul. From supporting women – and LGBTQI+-owned food brands to seeking sustainable, locally sourced, or fair-trade ingredients, consumers are putting their purchase power to work to support businesses with the values they find important.

The Conscious Consumer Consumers today seek greater transparency in the food production process. They want to know where their food comes from, how it was grown or raised, and the ethical and environmental practices employed by the brands they support. Thanks to digital media and easier access to information, shoppers can quickly dig into a company’s practices—right from the grocery aisle.

With greater visibility into a company’s practices, shoppers can make more informed choices. Brands that champion transparency about sourcing, manufacturing, and social impact are more likely to win the trust of values-driven shoppers. Will grocers answer the call of consumers for whom groceries aren’t mere items in a cart, but badges of honor in a quest for a better world?

Let’s take a closer look at how consumer values impact grocery shopping trends. Organic and Sustainable ProductsOnce limited to specialty stores or farmers’ markets, organic and sustainable food has evolved from a pricey niche movement to mainstream consumer purchases. Organic and sustainable food products are one of the biggest consumer value shifts that have happened in the last several years, and consumers continue to prioritize buying organic food.

Increased awareness of the environmental and health impacts of conventional farming practices is just one factor pushing shoppers toward organic labels.Younger generations, particularly climate change warriors Millennials and Gen Z, have been instrumental in driving the demand for organic and sustainable food—which shouldn’t come as a surprise to anyone watching these cohorts. According to a recent study, 21 percent of Millennials surveyed say they are more likely to make food purchases that connect with their beliefs. This group tends to prioritize health, environmental issues, and social responsibility, influencing the overall market and shaping industry practices.

Local and Seasonal FoodsSure, you can buy bananas in a Midwest grocery store in the winter, but proponents of fresh local, seasonal foods instead shop to reduce their carbon footprints and support local farmers by eating seasonally. There are many benefits to shopping for seasonal foods in terms of freshness, taste, and resource efficiency.Local and seasonal foods often come from smaller-scale farms that may use more sustainable or regenerative agricultural practices than conventional farms. When value-driven consumers eat seasonally, they are aligning with a more responsible approach to consumption.

Eating seasonally promotes farming in your area through the reduction of demand for farm produce that is out of season. This means that there will be reduced carbon footprint due to less transportation and refrigeration which all contribute to the emission of greenhouse gases. - Simply Eco Store Animal WelfareAnother way consumers are putting their money where their values are is by choosing companies and products that have standards in place to ensure the welfare of both workers and animals.

And retailers should listen up—eight out of 10 values-oriented shoppers say animal welfare, environmental welfare, labor/worker welfare, and ingredient sourcing are worthy of paying a premium. Those shoppers are looking to grocers and product brands to help them easily identify these attributes through clear, honest labeling and in-store communication.Concern for animal welfare, environmental sustainability, and personal health has also led to an increase in plant-based foods and lab-grown meat. The global vegan food market is expected to grow at a CAGR of 10.2% from 2022 to 2028; it is estimated to grow from USD 17 billion in 2022 to more than $31 million in 2026.

Health and Nutrition A focus on healthy eating is shaping the way consumers approach their food choices. According to Grocery Dive, more than half of Millennials (52%) and 42% of Gen Z say they are willing to buy the best quality ingredients, regardless of price (compared to only 22% of Baby Boomers). The “food as medicine” movement is a return to simplicity that emphasizes the therapeutic potential of nutrition and its role in preventing and managing various health conditions.

More than 48 million households have a member with a health condition that needs to be managed through diet, representing 60% of Americans and nearly $270 billion in annual grocery sales. Grocers have an opportunity to gain loyalty by speaking to the consumer’s desire to simplify, incorporating better ingredients, and advocating for real food. Ethical and Social Responsibility For most grocers these days, social and environmental stewardship is table stakes, but still, some are not doing it well.