Infographic: How Shoppers Are Rethinking Food Choices

Recent research from Kroger's data analytics and media subsidiary, 84.51°, explores consumers' evolving food choices as they prioritize health while balancing value. 

The new infographic, "The Healthy Basket Shift," highlights key trends in shoppers' evolving behaviors and opportunities for brands to engage with the growing health-conscious market.

Some key insights include:

• 41% of shoppers describe their current eating habits as healthy, but many still face challenges, including cravings for unhealthy foods (69%), the cost of healthy foods (49%) and stress-related eating (36%).
• Despite challenges, shoppers plan to use a variety of strategies to reach their health goals, including eating more fruits and veggies (66%), staying hydrated (63%), cooking meals at home (54%) and limiting processed foods (51%).
• Households with a higher focus on nutrition are more likely to purchase sparkling water compared to those with a lower nutrition preference.
• Pre-cut fruit and Mexican foods are frequently bought with value-added vegetables, indicating an opportunity to cross-promote items and target shoppers looking for convenient, healthy meal solutions.
• In the cold cereal category, higher-income households ($150K+) are more likely to buy protein-enhanced cereals, while lower-income households ($35K-$49K) show lower adoption, indicating the potential for brands to tailor offerings to different income segments.
• 57% of shoppers would like to receive nutrition information while shopping, making opportunities for brands to engage consumers through targeted messaging and educational content.