Survey Highlights Physical Store's Influence, Private Label's Momentum
In-store experiences continue to play a critical role in grocery decision-making, according to research from SheSpeaks.
The organization’s “Grocery Shopping & Private Label Survey” — fielded July 26 to Aug. 10, 2025 — reveals that browsing shelves for prices and discounts remains the most powerful purchase influence, with 32% of shoppers swayed by deals when uncertain about which brand to buy.
In-Store Is Still Dominant
The survey, which garnered more than 1,300 respondents, found that 77% of consumers are most likely to try a new brand while shopping in a physical store, underscoring brick-and-mortar’s role as a discovery engine.
Some highlights included:
- 47% shop in-store weekly for everyday products, while 29% say they always shop in-store.
- By comparison, 15% use online shopping with in-store pickup once or twice a week, and 14% opt for home delivery.
- 42% report being certain about which brand they’ll buy before entering the store (up 14 points from 2023), though 52% remain open to persuasion at the shelf.
Brand Loyalty Drivers
Taste (72%), product quality (70%) and price (68%) are the leading drivers of brand loyalty. However, when shoppers do switch brands, availability (62%) and price competition (58%) are the biggest motivators.
Loyalty and rewards programs also carry weight: 59% of shoppers strongly agree that maximizing rewards is important when buying groceries.
Private Label Gains Ground
The survey also points to a shift toward private labels in the last six months. Shoppers are more likely to report buying store brands over name brands now than a year ago. However, compared with SheSpeaks’ 2023 survey, 17% more respondents said they were more like to buy a national brand.
- Top national brand favorites: Campbell’s soup (72%), Lay’s potato chips (70%), Heinz ketchup (66%).
- Category preferences: 86% prefer name brands for personal care items, but 75% favor private labels for over-the-counter medicine.
