gyn9037/Depositphotos.com
A new survey finds more than a third (36%) of U.S. adults experience “aisle anxiety” when grocery shopping, sharing that feeling overwhelmed by different options (39%) and crowded by others (37%) sparks this feeling.
The survey of 2,000 Americans -- taken in July and commissioned by herbal tea company Traditional Medicinals -- further found the average shopper spends four minutes deliberating each item at the grocery store, with 71% indicating they’re trying to be more deliberate with their decisions.
A full 40% of those polled research food products more today than they did five years ago, specifically looking at claims of being “healthier for you” (38%), non-toxic or “clean” (20%), or containing no added sugar (19%). They’re also on the lookout for items that are sustainable (45%), purpose-driven (40%), and ethical (38%).
As a result, 36% consider themselves to be “product detectives” who research the items they purchase, often scrutinizing labels, packaging, and certifications to ensure they’re making informed choices. While most shoppers recognize well-known labels like organic (74%) and Fair Trade (53%), far fewer are aware of other certifications that carry equally rigorous standards — like FairWild (46%) and Fair for Life (37%).
Study Results May Indicate Consumer Awareness Regarding Certification Labels Is Mixed
Traditional Medicinals said the survey results show the importance of increasing awareness of certification labels, particularly Fair for Life or FairWild labels that are on the brand’s food packages. Jamie Horst, chief purpose officer at Traditional Medicinals, said, "When consumers see a trusted certification, it’s like a shortcut to feeling good about their decision.”
Confusion over many of the newer certification labels, however, may be another cause of anxiety.
An Acosta survey found 40% of natural and organic-focused grocery shoppers (and 50% of conventional shoppers) believe natural and organic mean the same thing, or are unsure of the difference. Among conventional shoppers, 18% don’t purchase natural and organic products because they don’t know enough about the difference, although the top reason cited for not doing so was affordability (72%).
The Paralysis of Choice Continues, But Many Popular Grocers Have Trimmed Selection
One way for grocers to reduce “choice paralysis,” as identified by psychologist Barry Schwartz’s 2004 book, “The Paradox of Choice,” is by reducing choices, although that reduces options for consumers. Many of the today’s popular grocers, including Costco, Trader Joe’s, and Aldi, only offer one or two options per category.
A 2022 article from Raconteur reported major U.K. grocers had been reducing SKUs to deliver what Asda described as a “simpler, streamlined shopping experience” for customers. However, the article also called out the risks traditional grocers face by cutting SKUs too drastically.
“All retailers are after that perfect Goldilocks scenario: not too much choice, not too little, but just the right amount. Yet there are several competing forces at play,” Bryan Roberts, founder of retail consultancy Shopfloor Insights, told Raconteur.
“Stocking fewer product lines means that there are fewer suppliers to negotiate with, fewer trucks to manage and less work to do on gap-scanning and maintaining price integrity. But it also means a reduction in lucrative listings fees from suppliers. And, if you cut the wrong things, it may even lead some shoppers to desert you," Roberts concluded.