Shopper Matters Episode 4: FMI's Steve Markenson Talks U.S. Grocery Shopper Trends

As grocery shopping habits continue to evolve, understanding what drives shoppers has never been more important. In the latest episode of Shopper Matters, IGA VP Brand Development and Host Michael La Kier sat down with FMI Vice President of Research and Insights Steve Markenson to explore the findings of FMI's 2025 U.S. Grocery Shopper Trends Report. Their wide-ranging conversation dove into the changing shopper mindset, how value is perceived today, and how retailers and brands can better meet consumer needs in a dynamic marketplace.

Watch the discussion in the video above or listen to the podcast on Amazon, Apple, Google, or Spotify. 

A Legacy of Shopper Research

FMI has been studying grocery shoppers for over 50 years, and under Steve Markinson’s leadership, the Shopper Trends report has expanded in both depth and methodology. Combining quantitative surveys with qualitative, ethnographic research, the annual study offers a nuanced understanding of behaviors, motivations, and emerging trends—insights gathered with the input of FMI’s broad membership across the food industry.

Redefining Value in the Grocery Aisle

One of the most important takeaways from this year’s report is that value means much more than just low prices. While inflation and economic pressures have kept shoppers focused on budgeting, their concept of value has broadened. Today, value is defined by a mix of price, product quality, health benefits, convenience, sustainability, and even the overall shopping experience.

Interestingly, grocery shopping remains one of the few areas where consumers feel they have some financial control. With food spending holding steady at about 13% of household income over the past decade, many shoppers prioritize eating well over other discretionary expenses. That sense of control makes grocery budgeting a positive and intentional behavior rather than a reactive one.

Shopping Habits and Loyalty: A Balancing Act

The typical U.S. household shops 2.6 times per week, usually with one primary shopper at the helm. While shoppers visit about five different grocery banners monthly, their primary store captures about 70% of their grocery spend. That said, loyalty isn’t what it used to be. With so many channels and formats available—from supermarkets to mass merchandisers—consumers are shopping where their needs are best met in the moment.

Four key motivators influence shopper spending across all age groups:

1. Health
2. Entertainment
3. Exploration
4. Convenience

However, generational differences play a big role. Gen Z and Millennials tend to be more exploratory and flexible, often shopping multiple banners and favoring mass merchants. Boomers and Gen X, on the other hand, are more brand- and store-loyal, often sticking to traditional supermarket formats.

What Retailers and Brands Should Do Now

The rise of digital touchpoints—such as online ads, websites, and apps—means that even shoppers who don’t buy online are influenced by online experiences. For both retailers and brands, this underscores the need for a seamless omnichannel strategy.

Markinson emphasizes the importance of identifying and aligning with the value drivers most relevant to your customer base. Whether it’s promoting health benefits, offering quick meal solutions, or creating engaging in-store experiences, messaging and execution should be tailored accordingly.

Key Recommendations from the Episode:

• Expand your definition of value to include quality, convenience, health, and experience.
• Invest in omnichannel engagement, recognizing that digital influence extends to all types of shoppers.
• Monitor trends continuously, not just annually, to stay aligned with fast-moving consumer expectations.
• Tailor marketing by generation, as each age group approaches grocery shopping with different priorities.

As the 2025 U.S. Grocery Shopper Trends Report reveals, the path to growth in grocery today lies in listening to the shopper—on their terms, across their preferred channels, and in line with the values that matter most to them. Retailers and brands that adapt accordingly will be best positioned to earn shopper trust and drive loyalty in a competitive landscape.