New research by Provoke Insights has surveyed 1,500 US consumers to uncover the key factors driving grocery purchasing decisions. In this article, we take a look at how these trends could affect the plant-based sector.
Budget-consciousness
59% of respondents say they are more budget-conscious than previously, while the vast majority (96%) now purchase private-label products. 74% have noticed price increases at supermarkets; however, this figure is lower than six months ago, indicating that inflation is stabilizing.
These statistics suggest that plant-based companies must be competitive on price to attract consumers. This is supported by another recent study, which found that American consumers are significantly more likely to buy meat alternatives if they are cheaper than animal meat.
Buying organic
Consumers who purchase groceries several times a week are likely to prioritize fresh produce and organic products. Among those who shop more than once a week, 51% say they purchase organic for at least half of their groceries. This drops to 28% for those who shop less often.
Interestingly, there are generational differences in the reasons for purchasing organic products; younger consumers are more likely to cite taste and health, while Gen X is focused on avoiding additives like antibiotics and hormones. Millennials, parents, and those in urban areas are the most likely to choose organic for at least 50% of the products in their grocery carts.
Consequently, plant-based companies could appeal to these demographics by using organic ingredients in their products and emphasizing this on packaging. Gaining trusted organic certifications could also be beneficial.
Grocery shopping is becoming more diverse
Consumers now shop at an average of 2.2 different store types, often exploring options other than regular supermarkets. These may include discount stores, online grocery services, farmers’ markets, and specialty food shops.
Plant-based brands could tap into this by working to gain listings at a variety of stores in order to reach the widest possible range of consumers.
“Individuals who shop more than once a week (36%) show a greater demand for fresh ingredients, allocating 10% more of their budget to produce,” says Provoke Insights. “Additionally, they are 20% more likely to purchase organic items than those who shop less frequently. This group exhibits a versatile shopping behavior, often visiting various food stores beyond traditional supermarkets.”
