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.

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.

As the holiday season approaches, restaurant operators must rethink how they meet growing guest expectations—especially when it comes to technology. According to the Fall/Winter Trend Report by Provoke Insights in partnership with Modern Restaurant Management (MRM), technology is no longer just a perk—it’s a necessity.

From mobile ordering and pay-at-table systems to QR code menus and AI-powered personalization, today’s restaurants want seamless technology integration. These trends are especially pronounced among Millennials, Gen Z, urbanites, and affluent consumers. “Technology will continue to reshape the dining landscape as we approach 2025,” says Carly Fink, President of Provoke Insights. “Restaurants that innovate now will be better positioned to attract key demographics this season.”

The study, based on a 15-minute survey of over 1,500 Americans, also found that nearly half of the population plans to dine out for the holidays, with the majority gathering with family or friends. A quarter of respondents are even organizing corporate holiday events at restaurants—making it essential for operators to deliver standout service and smooth reservation processes.

This article in MRM provides crucial 2025 holiday dining insights into what drives guest decisions today and how restaurants can stay competitive in a tech-forward era.

Provoke Insights will also be launching its Summer 2025 Trend Report, featuring fresh data across multiple industries, including restaurants, grocery, high-net-worth individuals, and more. The new report offers brands a forward-looking view into evolving consumer expectations and opportunities for innovation.

Read the article in Modern Restaurant Management to get a first look at the 2025 holiday dining insights.

How Research Evaluates Skincare Product Concerns

Happi partnered with Carly Fink, president of Provoke Insights, to share findings from the Fall 2024/Winter 2025 trends report. The skincare trends research explores how counterfeit concerns threaten consumer trust. Click here to read the full article.

As fake products continue to spread across digital platforms like e-commerce sites and social media, the risk to consumer confidence grows. These counterfeit skincare products threaten consumer trust . As a result, making it increasingly difficult for beauty and skincare brands to maintain their reputations and customer loyalty.

According to the study, 41% of consumers are aware of counterfeit beauty products. However, only 36% recognize fake skincare items. Interestingly, consumers associate counterfeits more often with apparel (61%) and luxury goods (58%) than with beauty or skincare. This suggests a lack of awareness around fakes in this space.

Among consumers concerned with aging, product choices are heavily influenced by trust. The research found that 68% of those worried about aging’s effects on appearance purchase skincare products, 59% buy vitamins, and 53% buy beauty items. For these consumers, product authenticity is essential.

However, fewer than 25% of consumers identify e-commerce or social media as major sources of counterfeit goods. Most still associate counterfeit products with street vendors (38%), even though digital shopping is now a key source of fake beauty and skincare items.

As a result, this gap in awareness can be problematic. As counterfeit skincare product concerns threaten consumer trust, brands must educate consumers and promote product authenticity through transparency, packaging, and messaging.

Provoke Insights’ skincare trends research makes it clear: brands need to take proactive steps to protect their reputation, maintain customer confidence, and ensure long-term success.

Wan more skincare trends research and learn more about counterfeit skincare fears? Check out our latest market research deck here.

Happi partnered with Provoke Insights’ president, Carly Fink, to explore findings from the Summer 2024 Trends Report. The research highlights a growing consumer mindset: younger generations are increasingly obsessed with youth.

This obsession is especially strong among Millennials and Gen Z, who see aging not just as a physical process but one that affects emotional well-being. The article dives into how beauty & aging conchttps://www.happi.com/exclusives/consumers-are-obsessed-with-youth/erns are driving both behavior and buying decisions in the health and beauty space.

According to the study, 41% of Millennials and Gen Z worry about aging’s impact on mental health, while a third are concerned about how aging affects their physical appearance. These concerns are deeply tied to their identity and influence how they engage with products and media.

Seeking anti-aging advice is common. Millennials (77%) and Gen Z (76%) turn to social media, online videos, and personal networks for solutions and product suggestions. In fact, 68% of those concerned with aging’s effect on appearance purchase skincare products, while 59% buy vitamins and 53% choose beauty items specifically for their anti-aging benefits.

Women are more likely than men to feel concerned about appearance-related aging (34% vs. 28%). As a result, women are also more likely to maintain a consistent skincare routine focused on anti-aging results.

The takeaway is clear: younger consumers are obsessed with youth, and it’s having a major impact on the beauty & aging market. Brands should take note and tailor messaging to reflect the emotional side of aging, while highlighting solutions that support confidence and well-being.

To learn more, check out our skincare market research report and explore how these insights can support your brand strategy.

The Radio Advertising Bureau discusses the market research on home improvement. The results are from Provoke Insights’ Summer 2024 trends report about radio listeners and their home improvement projects. Radio is the clear winner, as the data show that it builds the home improvement business. The research revealed that radio listeners are twice as likely to participate in home improvement projects as nonlisteners (40% versus 25%) and are major purchasers of home improvement goods. The importance of targeting consumers in the planning stages of their projects should also be highlighted, as many make purchasing decisions quickly, often within days. Check out the full article here.

• 81% of radio listeners plan their home improvement purchases.
• Consumers favor trusted brands, with 62% choosing familiar options over new brands.

Furniture Today recently featured findings from Provoke Insights’ Furniture Purchases research, part of the Fall 2024/Winter 2025 Trends Report. The study highlights evolving consumer preferences when it comes to choosing between online and in-store furniture shopping. Check out the full article here.

The furniture purchases research reveals that the type of furniture plays a major role in the shopping channel. For instance, about two-thirds of consumers purchased lamps, lighting, and baby furniture online in the past year. In contrast, 71% preferred to buy larger items like sideboards, buffets, sofas, and loveseats in physical retail stores. This reflects a growing balance in furniture purchases trends, where convenience and tactile experience both matter.

Why do shoppers go online? Key motivators include better pricing (27%), free delivery (25%), a wider product selection (19%), and a quicker shopping process (16%). Meanwhile, in-store shoppers tend to seek personal experience, particularly for big-ticket or comfort-based items such as recliners and outdoor furniture.

Beyond purchase location, the study also explores shopper behaviors. Notably, 67% of respondents purchased furniture in the past year—especially high among Gen Z, urban dwellers, high-income households, and families with children.

Reviews and recommendations are also essential. Compared to other product categories, furniture buyers are more likely to consult online reviews (31%) and shop with family or friends (36%), with 21% significantly influenced by their companions. However, unlike other categories like electronics or apparel, furniture buyers are less likely to seek opinions from their broader personal networks.

This furniture purchases research offers actionable insights for marketers and retailers looking to engage a dynamic, experience-driven customer base.

Want more research on the topic? Check out our latest Summer 2025 Trends research here.

In a recent article for Path to Purchase, Provoke Insight’s Carly Fink and Melissa Conforto explore impulse shopping, its influence on industries, and recommendations for businesses trying to capture this audience. 

Impulse shopping is widespread, with most Americans admitting to these splurging tendencies. This varies across demographics, with some partaking more than others. However, this behavior varies across demographics. Understanding and targeting impulse shoppers is crucial for businesses aiming to drive sales and conversions in today’s dynamic consumer market

The article addresses the following key findings about impulse consumer behavior: 

• Nearly a third of Americans are impulse shopping weekly. 
• Financial constraints do little to deter consumers from impulse shopping. 
• Browsing store aisles and staying on top of trends are behaviors that motivate impulse buys. 
• Some industries, such as apparel, are more enticing to spontaneous purchases. 
• Other purchases, such as accommodations and airline travel, require longer deliberation. 
• Channels such as television and TikTok significantly influence impulse shoppers.  
• Traditional media, such as radio and magazines, capture buyer attention less. 

Still hungry for more research on impulsive consumer behavior? Check out Provoke Insights latest research on impulse shopping. It is just one of 16 topical trends market research reports.

Provoke Insights analyzes the consumer journey of furniture shoppers and unveils key findings about complex buying behaviors.

Furniture Today discusses the research results of an April 2024 trends report conducted by Provoke Insights. The market research study sheds light on consumer furniture shoppers and how they influence behaviors such as impulse shopping. The article discusses consumer behaviors in furniture purchasing, revealing varied decision timelines, a balance between brand loyalty and exploration, and a mix of planned and spontaneous buying. It highlights diverse shopping preferences across demographics, with stability in purchasing patterns observed over the past year. It sheds light on just how long is the furniture shoppers’ decision process.

Some noteworthy research on furniture shoppers include:  

• Furniture purchases have remained steady over the past year, with 13% of respondents making recent purchases, indicating consistent consumer interest in furniture items.
• Despite 77% planning their purchases, nearly a quarter make spontaneous buys, reflecting a mix of deliberate planning and impulse buying.
• 60% of recent furniture buyers take days or weeks to decide, indicating a prolonged buying journey.
• Half of consumers opt for new furniture brands, showcasing a balance between brand loyalty and exploration.
• One-third of prospective buyers plan to spend over $1,000, with higher-income households and certain demographic groups among the big spenders.
• Chain furniture stores are the top choice (32%), followed by local stores (29%), but preferences vary across demographics, with different age and income groups favoring specific outlets.

Check out our latest trends on Furniture Shoppers in our Summer 2025 Trends Research. Click here!

Drawing insights from Provoke Insight’s partnership with 3D Cloud on their 2024 Furniture Shopping Trends Study, this article emphasizes the emergence of a hybrid shopping model that seamlessly integrates online research with in-store purchases. 

As part of these 2024 Furniture Shopping trends, more shoppers start their furniture journey online. However, many still choose to complete the purchase in-store. This approach allows them to explore options digitally while still seeing and feeling products in person.

In addition, the study shows growing interest in 3D technology. Consumers say 3D visualization tools improve their shopping experience. As a result, they are more likely to buy from retailers that offer these tools.

Other important findings include the rise of AR (augmented reality) and VR (virtual reality). These tools help customers picture furniture in their own homes. Because of this, confidence in purchase decisions increases.

Online shoppers focus on easy returns and flexible payments. Meanwhile, in-store buyers value personal help and the chance to interact with the products.

Millennials are leading the move toward online and hybrid shopping. They say convenience and saving time are the top reasons for this shift.

Retailers need to adapt. By offering digital tools, improving both online and in-store experiences, and meeting consumer expectations, brands can stay ahead in a competitive market.

Provoke Insights conducts bi-annual research on the furniture industry. Check out the 2024 furniture research here.

Provoke Insights’ Carly Fink and Jordin DeSenzo explore the factors that drive consumers to choose generic produce over branded options in a recent article for Produce Business.

Over the last two years, inflation has significantly impacted the cost of produce, adding to the difficulties faced by brand-named produce. Understanding the consumer sentiment amidst inflation and tailoring marketing strategies accordingly becomes crucial for brands aiming to maintain their market share. This produce research explores consumer perceptions regarding generic produce and if the select low price over brand name.

The article addresses the following key findings:

• Inflation has heightened consumer awareness of rising prices, particularly in supermarkets.
• Despite high inflation, consumers continue to prioritize regular consumption of fruits and vegetables.
• Brand awareness is high among consumers, but actual purchases of brand-named produce remain lower than expected.
• Price is a significant factor influencing consumer choices, with many opting for generic produce due to cost considerations.
• Affluent consumers often perceive no quality difference between brand-named and generic produce.
• Television, in-store demonstrations, and more are favored channels for learning about brand-named produce.
• Less popular media channels like billboards, radio, and magazines/newspapers are less effective for promoting brand-named produce.

Interested in diving deep into produce research? Check out Provoke Insights Produce Research that examine branded vs. generic produce. The Summer 2024 trends research examines 16 topical studies from restaurants to furniture.

Recent USPS article on DTC Trends showcases Provoke Insight’s research with top marketing professionals across all industries.In today’s crowded marketing landscape, direct-to-consumer (DTC) strategies are gaining momentum—not only among startups but also among well-established brands. As traditional marketing channels become more saturated, DTC tactics offer brands a way to connect directly with consumers, build loyalty, and gain valuable first-party data.

This article explores current DTC trends, effective innovations, and the tools marketers are using to track performance.

One major DTC trend is the rise of personalization. Consumers expect tailored experiences, and successful DTC brands are delivering. From personalized emails to curated product recommendations, brands are using data to speak directly to each shopper’s needs.

Another key innovation involves seamless e-commerce experiences. Subscription models, flexible payment options, and fast checkouts are increasingly common. These features reduce friction and help boost conversion rates. In addition, DTC brands are embracing social commerce and influencer partnerships to expand their reach and build trust.

Established companies are also learning from these DTC trends, using them to enhance their own customer strategies. By integrating DTC practices, they’re creating hybrid models that combine retail presence with direct consumer engagement.

Performance tracking is another critical area. Marketers are using metrics like customer lifetime value (CLV), repeat purchase rate, engagement scores, and conversion data to evaluate the success of their DTC efforts. Understanding what works—and what doesn’t—helps brands adapt and scale more effectively.

In short, DTC is no longer just for digital-first disruptors. With the right approach, any brand can apply DTC trends to build stronger consumer relationships and drive long-term growth.

Want to explore more? Read the full article to dive into effective DTC strategies and discover what’s working in today’s fast-evolving consumer landscape.

Check out Provoke Insights latest trends research here.

In the third episode of the ongoing series from the ANA Masters of Marketing conference, Erica Farber sits down with Carly Fink, president of Provoke Insights.

In this episode with Carly Fink, you’ll hear how market research acts as the guiding light for brands, allowing them to remove the blindfolds, eliminate guesswork, and make informed decisions regarding their marketing, advertising, and media strategies. At Provoke Insights, we passionately believe in the transformative power of radio, and this belief is substantiated by the firsthand insights we glean from our research.

Tune in to the conversation as we delve into the intricacies of market research and its pivotal role in shaping successful brand strategies. Discover how our team at Provoke Insights utilizes data-driven methodologies to unlock valuable insights that drive tangible results for our clients.

Want to see Provoke Insights latest research? Check out Summer 2025 trends research.

Provoke experts, Carly Fink and Jordin DeSenzo were recently featured in Happi Magazine

Happi’s article, which contained insights from Provoke’s 2023 Fall/Winter trends research, examined the prevalence of stress among Americans and the various coping mechanisms they employ, with a specific focus on the use of vitamins, supplements, and CBD.

Highlights from the article include:

• Many Americans experience significant stress, with financial issues being a major factor, especially among younger generations, women, and the LGBTQ+ community.
• Common stress relief methods include exercise, social interaction, healthy eating, and meditation, though some turn to less healthy habits like drinking.
• A notable portion of the population uses vitamins and supplements for stress relief, with certain groups and specific types like multivitamins being more popular.
• Vitamins are mostly bought in stores, with a growing trend in online purchases and brand loyalty.
• A twelfth of the population uses CBD for stress, with future purchase intentions high despite some concerns about regulation and drug testing.

For the wellness industry to continue expanding, brands must keenly address the stress-related behaviors of consumers and offer effective solutions. Enhancing consumer education about the benefits and proper usage of CBD and other wellness vitamins/supplements could significantly boost their role in stress management.

Want to learn more about the topic? Check out Provoke Insights 2023 Winter research report.

Provoke Insights’ Fall/Winter 2023 research on consumer trends is finally out and has been featured in an article published by Modern Restaurant Management.

Provoke Insights conducted research involving 1,502 Americans, aiming to gain insights into tipping habits impacting various consumer behaviors, particularly in the realm of dining out, and the attitudes Americans have towards tipping culture.

Accompanying a brief data summary, Modern Restaurant Magazine interviewed Provoke Insights President Carly Fink.
Findings from this interview include many new insights into tipping habits such as:
• Key takeaways for restaurant owners/operators based on the findings.
• Tips and tricks for enhanced guest experiences.
• Insights into where and when consumers are more likely to tip at a food establishment.
• Attitudes on the pressure to tip at establishments and more

As inflation impacts both consumers and businesses, restaurants must ensure that tipping doesn’t feel intrusive, potentially deterring patrons from revisiting their establishments.

Check out Provoke Insights restaurant research in the Winter 2023 Research.