The 2026 Consumer Expenditures Study: What Shoppers Care About Beyond Price

While price remains the top factor in grocery store selection, shoppers increasingly prioritize value attributes such as freshness, product quality, availability and convenience, with more consumers saying they prefer higher quality even if it costs more.

As shoppers redefine “value” beyond just price and show rising interest in prepared foods, loyalty programs and quality-focused purchases, grocery retailers are expanding the in-store experience and assortment to meet evolving expectations around convenience and product standards.