What do grocery shoppers value in 2024?

• Consumers seek quality, strong value for money, and consistency—not just competitive pricing—for a better overall grocery experience.
• Clear information, dependable service, and a strong local assortment are increasingly important to today’s consumers.
• Continuous innovation in products and shopping experiences sets retailers apart in the competitive grocery landscape.

The grocery industry, once a realm of predictable routines and familiar brands, is experiencing a seismic shift. Today’s discerning consumers are no longer satisfied with simply grabbing a basket and navigating aisles. They demand a shopping experience that seamlessly integrates convenience, value, and reliability.

This fundamental change is driven by a confluence of factors. Time-crunched individuals seek solutions that fit seamlessly into their busy lives, prioritizing options like online ordering with delivery or pickup alongside convenient physical store locations. Value remains paramount, with inflation driving a focus on competitive pricing for everyday staples.

However, value extends beyond just cost. Consumers increasingly want confidence in what they are buying—clear labeling, consistent quality, dependable availability, and a shopping experience that feels efficient and well-run. Success in this landscape hinges on understanding the full set of factors influencing consumer behavior in 2024. Grocers who can adapt to evolving expectations and deliver consistently across these dimensions will be the ones who thrive in the years to come.

So, what grocery consumers value most in 2024?

Convenience and Accessibility

Today’s consumers prioritize stores that integrate smoothly into busy schedules. This means convenient locations and a wide selection readily available. Beyond physical stores, online ordering with delivery or in-store pickup supports time-saving routines. Self-checkout functionality can further improve the experience by offering a quick and independent way to complete purchases.

Product Variety

Grocery consumers in 2024 expect a diverse product selection to cater to individual preferences and dietary needs. This includes a range of established brands alongside private label options, fresh produce departments, regional specialties, and a growing focus on health & wellness items like gluten-free options and other dietary-specific products.

Competitive Pricing

With inflation still a concern for many, price sensitivity remains high. Value for money is key, and stores need to offer competitive pricing on everyday staples. This can be supported through disciplined cost management, strategic pricing that considers competitor offerings, and well-designed promotions.

Product Quality

Consumers prioritize fresh, high-quality products they can trust. This translates to a demand for dependable supply chains, reputable vendors, and robust in-store standards that maintain freshness and consistency. Meeting these expectations strengthens satisfaction and reduces spoilage and returns.

Positive Shopping Experience

A pleasant, low-friction shopping experience is crucial for attracting and retaining customers. This includes a clean and well-organized store environment, staff who are available and helpful, and efficient customer service that resolves issues quickly. Modern equipment and smart use of technology—such as fast checkout and intuitive store apps—can further enhance the experience.

Personalization

In today’s data-driven world, consumers expect a degree of personalization from their grocery stores. Retailers can use analytics to understand buying patterns and preferences, tailoring promotions, product recommendations, and loyalty benefits to different customer segments. For example, a customer who frequently purchases gluten-free items might receive targeted offers on relevant categories.

Local Assortment and Regional Relevance

Consumers appreciate stores that offer products with regional relevance—specialty items, seasonal produce, and locally available brands that feel distinctive. Curating a strong local assortment can differentiate the store and create a sense of uniqueness that national chains often struggle to replicate.

Digital Integration

Digital plays a central role in grocery shopping. A user-friendly website or app allows customers to browse products, place orders for delivery or pickup, and manage loyalty programs. Integrating digital tools with the in-store experience creates a convenient omnichannel approach that fits modern routines.

Innovation

In a competitive market, grocery stores need to continuously innovate to stay ahead. This could involve introducing new private-label lines, exploring alternative payment methods, expanding rapid pickup options, or implementing tools that streamline operations and improve service. Innovation helps retailers differentiate and remain relevant as expectations evolve.

Best Buy Award Elevates Retailers

The Best Buy Award, conferred by ICERTIAS, serves as a clear marker of value for grocery retailers in a market shaped by comparison and choice. The award highlights a retailer’s ability to deliver strong value for money—particularly relevant for private label offerings—supporting confidence at the point of purchase.

Recognized for aligning with consumer priorities such as convenience, variety, competitive pricing, and consistent quality, the Best Buy Award can help retailers strengthen positioning and stand out in a demanding category. In a sector where the margin for error is low, credible recognition of value can reinforce trust and support loyalty over time.

Future Grocers: Seamless, Personalized Shopping

The grocery landscape of 2024 is no longer a static map, but a constantly evolving ecosystem. Success lies not only in understanding current expectations, but also in anticipating what’s next. A few likely developments include:

Hyper-personalization

Analytics will become more sophisticated, enabling retailers to tailor the shopping experience—from recommendations to targeted promotions—to individual preferences and needs. Expect more dynamic loyalty benefits and smarter category suggestions driven by purchase patterns.

Frictionless Shopping

Expect a tighter blend of physical and digital experiences. Scanning items via phone, faster checkout flows, and smoother pickup processes will continue to improve convenience. Voice-enabled shopping lists and automated replenishment features may become more mainstream.

Augmented Reality (AR) and In-Store Guidance
AR and enhanced in-app guidance may help customers navigate stores faster, locate items more easily, and compare products more efficiently. Retailers can use these tools to improve clarity and reduce the time it takes to complete a shop.

By embracing these trends and staying attuned to evolving expectations, grocery stores can become more than places to buy food—they can become efficient, well-designed service environments that fit modern life.

Success Through Agility and Understanding

For grocers, the path forward is built on execution and adaptability: using technology to improve convenience, refining the in-store experience, strengthening private label value, and staying responsive to shifting consumer preferences. In this context, the Best Buy Award from ICERTIAS can function as a useful signal—highlighting retailers that deliver strong value and consistent performance in a category where consumers compare relentlessly.

Ultimately, grocery success in 2024 comes down to clarity, reliability, and agility. Retailers that meet these expectations consistently won’t just endure—they’ll lead.