14 January 2026
New supermarket shopping behavior is revealed by Circana's "Studying the Latest Consumer Behavior" research. The prolonged period of price increases and food inflation is turning the average consumer toward promotions, "essentials" and cheaper private label products. 60% of respondents primarily buy products on promotion. 57% have reduced purchases of non-essential foods. 52% compare prices - ultimately usually buying the cheapest brand. 43% buy more pl (private label) products. 29% buy smaller quantities of products or buy the same products less frequently. 10% buy more frozen foods instead of fresh.
Online orders and delivery
The rising cost of eating out has reduced visits to restaurants and tavernas (58% of respondents). Going out for food remains the most popular entertainment outside the home, but has declined to 60%. Going out to bars/cafes was cited as popular by 50%. On the other hand, 91% order food at home (regularly 67%), 79% buy coffee on-the-go (regularly 59%), 59% order coffee at home or at work (regularly 39%). 68% buy Ready-to-Eat products from the "hot corners" of the supermarket (regularly 37%) and 62% buy packaged ready meals from the supermarket (regularly 31%).
Source: FoodReporter December 17, 2025 #1540, page 4