According to Inmar Intelligence, many consumers spend 1-2 hours preparing their grocery shopping.

In response to increased prices and the growing number of online and brick-and-mortar stores, consumers may be changing where, when and how they shop, but they are not doing so lightly and are carefully considering their decisions, according to a recent webinar on mid-year 2024 advertising trends and shopper insights presented by data and technology company Inmar Intelligence.

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In a competitive market environment and in a climate where inflation is easing but still above normal, Inmar’s data shows that shoppers are spending more time thinking about what they are buying and what they are preparing. “We hear people say that prices have increased more slowly, so some think that it must be getting easier for grocery shoppers. But the reality is that we have to look at things from a higher level,” said Bill Beyea, senior manager of customer insights and analytics at Inmar. “Shoppers are currently paying $50 more per week for groceries than they were five years ago. Even if salaries or incomes have increased, that doesn’t mean that people are over the price shock.”

Accordingly, consumers are dealing with price shock by being more mindful when shopping. For example, 66% of shoppers said they spend 30 minutes or more preparing for their usual grocery shopping trip. More than a quarter (27%) spend half an hour to an hour preparing, while 25% spend one to two hours planning meals, comparing prices and looking for discounts and coupons, among other activities.