Infographic: 5 Grocery Trends for 2024

Customer expectations of retailers are rapidly changing as households and technology evolve, according to research from Kroger’s 84.51 data analytics subsidiary (see infographic below). 

84.51 identified five grocery retail trends that reflect the growing consumer expectations as well as the implications on the shopper experience. The trends are: 

• Engaging in-store experience. Based on an 84.51 Real Time Insights Survey, 38% of shoppers would be interested in smart carts that calculate the cost of groceries in real time and allow them to skip the checkout line. Additionally, 33% are interested in more taste-testing stations and product demonstrations. 84.51 suggests brands create immersive experiences that provide customized recommendations and real-time saving opportunities.
• Flexible shopping. Shoppers want an increase in speed and flexibility to accommodate different shopping preferences and modalities. When it comes to substitution methods, 43% of shoppers prefer to choose the substitution themselves, and 28% prefer a substitution of the same product but in a different size of packaging. Additionally, 79% of customers expect prices to be the same for in-store and online shopping, and 79% expect the same for coupons. 
• Personalization and curation. Consumer demand for personalized experiences is not new, though there are growing opportunities to deliver personalized and curated experiences at scale using artificial intelligence, machine learning and other technologies.
• Holistic health. This an increasing priority among older populations, in addition to younger generations who already place a higher emphasis on wellbeing. Health is expected to take on a more comprehensive definition across physical, emotional and financial. 84.51 suggests brands can help consumers achieve their holistic health goals by focusing on personalization and convenience. 
• Simplicity and efficiency. Shoppers want speed, privacy and accuracy. 84.51 says brands should leverage data, technology and service innovations to simplify tasks from recipe planning and shopping to checking out and making a meal.