Read from a stratified sample of 120 of the 1,970 reasons, grouped by why people answered as they did; each share carries its interval on that sample.
Price first, practical shoppers
30%23% to 39% of the sample of 120 · typically Low prices > A short trip > Quality of fresh food > A wide selection > Friendly service
Who they are. They range from 18 to 85+ across many states and include people who are working, not working, or looking for work.
What they say. They need to keep the grocery total down and favor a nearby or otherwise practical store, with service and variety mattering less.
“I need the cheapest basket possible.”
Man, 27, California · Low prices > A short trip > A wide selection > Quality of fresh food > Friendly service
Price first, fresh food too
19%13% to 27% of the sample of 120 · typically Low prices > Quality of fresh food > A short trip > A wide selection > Friendly service
Who they are. They are adults aged 21 to 78 from many states, including both working and not-working people.
What they say. They put prices first but still want fresh, usable food and accept fewer choices or less convenience to protect the budget.
“Keeping the bill down comes first in my household. I still want decent produce, but friendly service doesn't affect what I buy.”
Man, 45, Texas · Low prices > Quality of fresh food > A short trip > A wide selection > Friendly service
Fresh food and more choice
17%11% to 24% of the sample of 120 · typically Quality of fresh food > A wide selection > A short trip > Friendly service > Low prices
Who they are. They are adults aged 27 to 79 in many states, and they include both working and not-working people.
What they say. They are willing to travel farther or pay more for good ingredients and a broad selection that supports varied cooking.
“Fresh produce and good choices matter more to me than saving a few dollars. I usually plan my shopping, so distance isn't a big issue.”
Man, 43, California · Quality of fresh food > A wide selection > A short trip > Friendly service > Low prices
Fresh food over small savings
15%10% to 22% of the sample of 120 · typically Quality of fresh food > Low prices > A short trip > A wide selection > Friendly service
Who they are. They are adults aged 26 to 75 across many states, including people who are not working and people cooking for themselves or their families.
What they say. They treat fresh food as the main priority, while still comparing prices and accepting fewer brands or choices when necessary.
“I cook most nights, so fresh produce and good meat matter more than having the biggest selection.”
Woman, 48, Kentucky · Quality of fresh food > Low prices > A short trip > A wide selection > Friendly service
Fresh food, easy trips
10%6% to 17% of the sample of 120 · typically Quality of fresh food > A short trip > Low prices > Friendly service > A wide selection
Who they are. They range from adults aged 27 to 85+ across several states, including people who are not working.
What they say. They prioritize good fresh food while also wanting a convenient trip and, for some, familiar or helpful staff.
“I care more about getting good food quickly than saving a few dollars, especially with my work schedule.”
Man, 31, Washington · Quality of fresh food > A short trip > A wide selection > Friendly service > Low prices
Nearby first shoppers
9%5% to 16% of the sample of 120 · typically A short trip > Quality of fresh food > Low prices > Friendly service > A wide selection
Who they are. They are mostly older adults aged 40 to 85+ across several states, and most are not working.
What they say. They want the easiest store to reach, with a short trip often outweighing modest savings or extra selection.
“The nearby store is easier to reach, and the staff know me when I come in.”
Woman, 85+, Delaware · not working · A short trip > Friendly service > Quality of fresh food > Low prices > A wide selection