A comprehensive analysis published in June 2024 by Circana revealed that beverages outperformed snacks, confections, and general merchandise in checkout sales.
The percentage of snacks sold with any merchandising support in the total U.S. grocery channel represents 37% of checkout units. Snacks are in second place with 36%, followed by confections with 35.8% and general merchandise with 31.2%.
According to the Circana study “Checkout Trends in 2024, Focusing on the U.S. Grocery Channel,” most shoppers make regular visits to physical stores.
The document revealed that checkout merchandising is critical, and 83% shopped in-store the last time they bought groceries for the household. In comparison, 71% went on a grocery shopping trip inside a physical store within the previous week, and 65% will buy all groceries in a physical store in the next four weeks (no online delivery and pickup).
Carbonated beverages and water represent $808 thousand in average-dollar sales per store. Carbonated beverages comprise 4.9% of dollar sales from a year ago, the most significant amount versus salty snacks, natural cheese, beer, bread, wine, bottled water, dairy milk, or frozen dinners.
Related Article: Circana: Which Products Are Leading the Market and Why
Self-checkout
The document also reveals that 70% of shoppers used self-checkout lanes at least 50% of the time when buying food, beverages, and household products in the last six months. This contrasts the 52% of shoppers who used a self-checkout lane during their most recent grocery trip.
Opportunities to redefine the role of the checkout
Circana’s analysis indicates opportunities for the checkout area, such as balancing the need for speed, personalization and positive shopper engagement:
- Personalization. Know your buyer and match offering to increase engagement.
- Increase buyer happiness. Build a positive impression as the shopper leaves the store.
- Maintain space for impulse buying. Enable slowing to maintain the chance for impulse purchases with an optimized assortment at self-checkouts.
- Role of store personnel. Evaluate the role of personnel at self or mobile checkouts and secure an opportunity for proactive engagement, such as offering product samples or a helpful conversation.
- Expand buyer base. Seek the engagement of buyer segments less likely to buy at the front of the store by widening product selections, leaning into seasonal and limited-time offerings.