How US Grocery Purchasing Trends Could Impact the Plant-Based Sector
17 Feb 2025

How US Grocery Purchasing Trends Could Impact the Plant-Based Sector

Provoke Insights’ latest grocery trends research—featured in Vegconomist—uncovers key shifts in consumer behavior that directly impact the plant-based sector. Drawing on insights from a bi-annual national survey of 1,500 U.S. consumers, the study reveals how economic pressures and evolving preferences are transforming how Americans shop for groceries. Read more from the article here.

• ne of the most significant grocery purchasing trends is the rise in budget-consciousness. According to the study, 59% of consumers are more focused on saving money, with 96% purchasing private-label products. Although 74% of shoppers have noticed price increases, inflation concerns appear to be leveling out, suggesting a potential shift in future spending habits.

Organic products also play a major role in today’s grocery decisions. Among consumers who shop more than once a week, 51% say they buy organic for at least half of their groceries. This figure drops to 28% among those who shop less frequently. Younger generations—especially Gen Z and Millennials—cite health and taste as top motivators, while Gen X focuses more on avoiding additives.

Another key finding is that grocery shopping is no longer tied to one store type. On average, consumers shop at 2.2 different types of stores, including discount retailers, farmers’ markets, and online grocers. This diversification highlights the importance of broad distribution strategies, especially for niche or plant-based brands.

These grocery purchasing trends show that plant-based companies must emphasize value, clean ingredients, and availability across multiple retail channels. To remain competitive, brands must align with shifting consumer priorities and make strategic moves to meet shoppers where they are.

To dive deeper into the data, check out the full article in Vegconomist and explore how Provoke Insights helps brands uncover actionable trends.

Want to learn more about the latest grocery trends research? Check out our 2025 Summer Trends research here.

These 5 big wealth destroyers are hiding in plain sight
11 Feb 2025

These 5 big wealth destroyers are hiding in plain sight

As the economy continues to shift and consumers navigate inflation, spending habits are under the microscope. A recent Yahoo Finance article highlighted findings from Provoke Insights’ latest study, revealing that 29% of Americans make at least one impulse purchase per week—a behavior that can seriously derail financial goals. Check out the article here to discover other wealth destroyers to watch out for in 2025.

The spending consumer research point to a growing concern: Americans are consistently overspending on unplanned purchases, often without realizing the long-term impact. From an extra $5 coffee to a $150 big-box store run that started with a single item in mind, these spontaneous purchases add up quickly.

The impulse purchase is often driven by emotional responses, convenience, or even social pressure. While it’s common and sometimes harmless, frequent impulse buying can strain personal budgets, disrupt savings plans, and increase reliance on credit cards. In today’s economic climate, where inflation and credit card interest rates remain high, this can be especially damaging.

To curb the impact, experts suggest simple but powerful strategies. Shopping with a list and sticking to it is one of the most effective ways to reduce impulse purchases. Using cash instead of credit cards is another tactic that reinforces mindful spending, as it physically limits what consumers can spend in a given moment.

At Provoke Insights, we help brands and financial institutions understand the “why” behind consumer behavior. Our consumer spending research shows that economic uncertainty, peer influence, and instant gratification are major drivers behind the rise of impulse spending.

As consumers strive to make smarter financial choices, understanding these behaviors can empower both individuals and the companies that serve them. For more in-depth consumer insights and data-driven strategies, explore our upcoming Summer 2025 Trends Report.

The Art of Shopping: Love, Friendship, and 2025 Shopping Habits
06 Feb 2025

The Art of Shopping: Love, Friendship, and 2025 Shopping Habits

As Valentine’s Day approaches, romance is in the air! So is the love of shopping. According to Provoke Insights’ Winter 2025 Trends Report, shopping isn’t just a solo activity. For many, it’s a social experience shaped by relationships, optimism, and lifestyle. Our survey of 1,500 Americans, reflecting the U.S. population, reveals that 23% frequently shop with friends and family—especially parents, city dwellers, and those with an optimistic outlook on life.

So, what does shopping look like in 2025 for singles versus those in relationships? And how do their lifestyles shape what (and how) they buy?

Singles: Shopping Trends as a Social and Active Experience

The average single American is 37 years old, and 75% are optimistic about the future. Shopping is often an extension of an active lifestyle—one that includes exercising outdoors (45%), going to bars (16%), hitting the gym (28%), dancing (23%), and attending concerts (16%).

Also, singles tend to shop with friends and family, using these moments to bond over shared interests. They lean on their personal networks for purchasing advice, valuing product experiences before making decisions. Singles are likely seeking products that fit their active and social routines—whether it’s the best workout gear, trendy night-out fashion, or the latest must-have for their next concert or dance class.

Married Consumers: Shopping Trends for Elevated Experiences and the Home

Married individuals in the study skew slightly older, with an average age of 46. Those in a relationship have an even higher level of optimism. 79% say they are optimistic about the future. Their shopping behaviors reflect a blend of indulgence and practicality. They still prioritize fitness (43% exercise outdoors). Also, they are more likely to invest in experiences that elevate their home and lifestyle.

Compared to singles, married consumers are more likely to dine at high-end restaurants (31%), bake (48%), craft (20%), and take on home improvement projects (26%).

For them, shopping isn’t just about personal indulgence. It’s also about enhancing their home life, hosting, and creating experiences for their families. They rely on recommendations from their networks to ensure they are purchasing high-quality products that last, from kitchen appliances to furniture.

The Role of Love, Connections and Shopping Habits

Whether single or coupled, today’s shoppers are not making decisions in isolation. Personal networks remain the most trusted source of product information, with shoppers turning to loved ones for insights on quality and experience. For brands, this means word-of-mouth marketing is more powerful than ever, and fostering trust through authentic customer reviews and testimonials is essential.

As Valentine’s Day reminds us of the importance of connection, Provoke Insights’ findings reinforce that shopping—like love—is a shared experience. Whether browsing for the perfect date night outfit, the best kitchen gadget for a new recipe, or the latest fitness gear, shoppers are relying on their relationships to guide their choices.

Key Takeaways for About Shopping Habits

• Lean into social shopping experiences. Whether through in-store events or online referral programs, brands that encourage shared shopping moments can boost engagement.

• Prioritize peer recommendations. Customers trust friends and family over ads—make sure your brand encourages reviews, testimonials, and social sharing.

• Tailor marketing to lifestyle differences. Singles are more likely to seek out active and social experiences, while married consumers prioritize home and dining-related purchases.

This Valentine’s season, let’s celebrate not just romantic relationships but the friendships, family bonds, and social experiences that shape the way we shop. So invite a friend or love one over, pour a glass of wine, and hop on Amazon together.

Interested in reading more on market research and shopping habits? Check out our other blogs here. 

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