A new Tesco Media study challenges the common preconception that most grocery shopping is repetitive, with shoppers purchasing the same items week after week. The Moving Mindsets study found that only 24% of grocery purchases are habitual. Instead, seven in 10 shoppers enjoy discovering new products while shopping.
The study, conducted with independent consultancy MTM, analysed more than 7,000 Tesco shoppers to examine the role of inspiration in the shopping journey. It found that shoppers are immersed in a ‘Constant Inspiration Ecosystem’, with ideas coming from many sources, including friends, TV, social cues, retailer emails, and advertising. Over 50% of shoppers discover new products before they start shopping – such as from ads or TV shows – while a similar number find new products as they shop.
The study also found that shoppers change their mindset as they move through the aisles, with half (51%) switching from ‘functional’ to ‘emotive’. Most shoppers (78%) are open to inspiration from contextually relevant ads from non-endemic brands, such as financial services, entertainment, travel, and healthcare. This creates major opportunities for non-FMCG brands and retailers to inspire shoppers. Supermarkets are becoming destinations for inspiration, not just transactional spaces.
What does this mean for retail strategy?
First, it highlights the importance of creating discovery moments across channels. Retailers should rethink store layouts, digital touchpoints, and loyalty apps to guide customers on a journey of new product discovery.
Second, it validates the growing investment in retail media networks. With shoppers open to influence at multiple stages, brands can use contextual advertising to shift mindsets and drive spend.
Finally, it points to a future where personalisation and AI-driven recommendations will be critical. If shoppers are curious and open, retailers who anticipate and serve that curiosity will win.
As Stacy Gratz, sales and marketing director at Tesco Media, says: “Moving Mindsets contradicts the popular assumption that people walk into a supermarket with their minds made up and a list ready to tick off. Instead, this research shows that shoppers are curious, eager to discover new products, and open to inspiration throughout their journey.”
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