Retail, food, and beverage: Essential data and insights
Retail, food, and beverage: Essential data and insights

Retail, food, and beverage: Essential data and insights

From subscription services and e-commerce to tariffs and boycotts, the ways we shop and spend are in flux. Here’s Ipsos’ top data and analysis on what you need to know.

From boycotts to BNPL, the ways we shop and spend are in flux. How should retailers navigate inflation (and shrinkflation)? What do people want from the customer experience? And how will tariffs impact consumers? Here’s a look at Ipsos’ top data on what you need to know.

Key takeaways

 

Americans are most comfortable with AI shopping agents when they lean on prior preferences

Only a quarter (27%) of Gen Z Americans  — and just 4% of Gen X and Boomers —would trust an AI agent to choose and purchase a product on their behalf, sight unseen. But even those who would let AI spend on their behalf want it to draw on past behaviors when deciding what to buy, whether by limiting the agent to previously purchased brands or to products on a predetermined list. (Read more.)

Private label purchases (and gas prices) are rising

It says a lot about economic uncertainty that for the last year, nearly two-thirds (61%) of Americans think we’re headed for a recession in the next 12 months. Meanwhile, the number of people who said gas prices in their area are falling cratered to just 15% from 38% last summer. And correspondingly, more (69%) now report buying additional private-label products, now seven in ten, up from 59% in August. (Read more.)

Storage, privacy and a preference for brick-and-mortar are the biggest barriers for retail apps

When asked about what barriers people might have to downloading more retail shopping apps, “I prefer shopping in-store” was the top reason cited (by 41%) followed by “I don’t want more apps/don’t have space” (33%), privacy-related concerns about storing payment information (also 33%) and not wanting companies to have access to their data (30%). In good user experience news, 27% think it’s easy enough to shop without the app. (Read more.)

Most say they need caffeine to get through the morning (and the afternoon, too) 

Americans need their caffeine. Three in four say it’s needed to get them through the morning. Half say they need it to get through the afternoon. And we drink it at various times and occasions, too. Half say they drink it with meals. Half say they drink it before exercise because it helps their workout. (Read more.)

People think prices for some key goods are falling, others rising

Perception of higher gasoline prices compared to the previous year plummeted by 18 points, dropping from 56% to just 38% now. Perceived dairy inflation saw the largest drop among all food categories; only 58% of Americans believe dairy prices are rising, down from a staggering 82% last year. In what is a zero-sum economy, it’s good that some important prices are dropping (or we think they are) because things like electricity are perceived as stubbornly high. (Read more.)

Americans are here for healthy food additives

Americans are very open to pretty much any and all of their foods becoming more functional. We asked, “many foods add additional health benefits as supplements (i.e., vitamins, fiber, protein, etc.). How important, if at all, is it to you to have those ingredients in the following kinds of foods?” Sizeable majorities were interested in these added benefits in just about every category we asked. (Read more.)

Ingredients for the perfect food: flavor, quality and affordability

Flavor, quality of ingredients, and affordability are Americans' top three priorities for food. But there are some generational differences. Notably, affordability ranks No. 2 for 18- to 34-year-olds. Quality of ingredients way outpaces as the top factor for the 55 and older community at 61% (vs. 50% for overall No. 1, flavor).(Read more.)

People prioritize protein

Broadly, what we eat hasn’t changed much since 2023 when we first asked this. About half try to prioritize organics, and the number of people who say they try to limit the amount of processed foods they eat has stayed stable at 64%. Meanwhile, a majority (57%) put a premium on protein. (Read more.)

Return hassle a big concern for online shoppers

Much has changed since 2021 in terms of prevalence and convenience of online shopping, but our attitudes haven’t shifted much. People don’t have any major concerns – nothing is over 40% – but there is still measurable concern about timing, and damage and the hassle of returns (which we added this wave.) (Read more.)

The more we know about artificial sweeteners, the less we want to consume them

When we first asked about sweeteners a year ago, agreement was already high among all of these statements and agreement has only gotten higher on most metrics. Many more (84% up from 69%) say they have a good understanding of what a natural vs. artificial sweetener is. And as we’ve learned more, it seems, we are less interested in consuming them. (Read more.)

People trust authenticity and track record for product reviews

When it comes to product reviews, people trust authenticity/transparency, track record, relatability and their deals. Interestingly, despite all the different ways different generations consume content, there are almost no generational splits in this data, although “relatability” and “engaging content” ranked much lower for those 55+. (Read more.)


 

When it comes to buying products, price wins

 Price beats brand values. So does quality. And quality beats price. Most (57%) also say that they don’t really care about brands, they just buy stuff they need. However, we know that’s oversimplified: We know it varies a lot based on product categories, for instance, and we that if two products have roughly the same price, all of the other factors will tip the scales. But still good to keep in mind. (Read more.)

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