Tesco Media study challenges conventional thinking around grocery shopping behaviours

A new study from Tesco Media (entitled Moving Mindsets) looks at how shoppers think, feel, and make decisions in grocery environments. It reveals that most purchasing isn’t in fact habitual - with only 24% products bought on a routine basis - whereas seven in ten people enjoy discovering new brands during their shop.

That means the majority of the basket is open to influence, underlining the opportunity for brands to inspire people while they shop. 

The study - conducted in partnership with consultancy MTM and analysing more than 7,000 Tesco shoppers - identifies seven distinct shopper mindsets. It uncovers that nearly half of the grocery journey is spent in an emotionally open, constant inspiration ecosystem.

Shoppers are immersed in a ‘Constant Inspiration Ecosystem’. Ideas come from everywhere - social feeds, family and friends, retailer emails, Tesco.com browsing, in-store cues - and shape decisions long before a shopper reaches the shelf. Over 50% of shoppers discover new products before they even begin a shop, while a similar number do so during their shopping mission. 

The research makes clear that most grocery purchasing isn’t habitual, but that shopping is more of a fluid, mindset driven journey, rather than a linear funnel. Only one in four products are bought on a routine basis, while seven in ten shoppers enjoy discovering new brands during their shop. 

Shoppers enjoy discovering new brands, and the final decision on what to buy overwhelmingly happens in the moment, with 71% saying they make most of their choices during the shop itself.

People move fluidly through different moods and mindsets during their shopping, with 78% changing mindsets at least once, experiencing 2.5 mindsets on average. 51% switch from ‘functional’ to ‘emotive’ mindsets at some stage during their shop - proving that even the most focused shoppers can be inspired to try new products. This creates real opportunities for brand inspiration, consideration and influence across the entire shopping experience from sofa to store.

78% of shoppers are open to contextually relevant advertising from non-endemic brands - those that cannot be bought in a grocery store - including financial services, entertainment, travel and healthcare.

Stacy Gratz, Sales and Marketing Director at Tesco Media, says: “The supermarket isn’t just a place where decisions are finalised; it’s a place where they are formed. 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.”

“Brands need to be part of the Constant Inspiration Ecosystem that influences buyer behaviour, before and during the shop, weaving in off-site touchpoints to prime and prompt ahead of the shopping mission. And our studies show when brands show up with the right message, at the right moment, they can shift shoppers into a more open, discovery led mindset.”

2026 RTIH Innovation Awards

Grocery retail will be a key focus area at the 2026 RTIH Innovation Awards.

The awards will open for entries in April. They celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Thursday, 15th October.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.