In 2024, shopper trends reflected the challenges of a volatile economy as consumers prioritized budget-friendly strategies. According to 84.51°’s 2024 Year in Review report, shoppers adopted a “value mindset,” actively seeking sales, deals, and coupons to maximize savings.
Many cut back on non-essential items, including snacks and candy, to combat inflation and frequently switched to lower-cost brands. Concern over inflation peaked at 73% in June 2022 and dropped to 56% in January 2024.
While most felt moderately comfortable with their finances, top concerns like inflation, grocery prices, and rising monthly bills persisted. 67% of shoppers look for deals, 53% cut back on non-essentials, and 50% switch to cheaper brands.
The most notable price increases were in categories such as dairy, deli, meat, fish, and produce, which shaped purchasing decisions across the board.
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Health-Focused Shopper Trends Align with Budget Needs
Health-conscious shopping remained a priority for consumers in 2024, aligning physical wellness goals with financial constraints.
Across all age groups, shoppers believe food is essential for managing heart health, weight, and cholesterol.
Label reading became common as shoppers sought nutritional value in categories such as frozen foods, cereal, and healthcare products. This highlights a growing demand for innovative, affordable products that align with their health goals.
Loyalty and Innovation Shape Shopper Trends in 2024
Brand loyalty played a complex role in shopper trends this year, with varying degrees of commitment across product categories.
Pet food and baby care items saw the strongest loyalty, driven by trust and reliability. Conversely, shoppers remained flexible when purchasing paper goods, shelf-stable products, and cleaning supplies, often exploring alternative options.
Value and trust emerged as key factors defining loyalty, with most consumers equating loyalty to purchase consistency rather than unwavering brand allegiance.
The Role of AI
Artificial intelligence began influencing shopper trends in grocery planning and meal preparation. However, only 17% of consumers reported using AI tools for shopping in 2024.
This low adoption rate points to significant growth potential as shoppers anticipate more personalized, efficient, and innovative solutions in the future.
As AI adoption expands, shoppers anticipate more personalized, efficient, and innovative grocery experiences that align with their budget-conscious behaviors. The potential for AI to transform shopping habits remains a key area of interest heading into 2025.