September finds many consumers settling back into familiar routines, including food planning, procuring, and preparation. For some, these routines feel grounding and efficient; for others, they can feel restrictive. As food and beverage leaders, recognizing this tension—and the diversity of shopping mindsets that accompany it—is critical to connecting with consumers in meaningful ways.
Our recent research highlights that when shopping for food and groceries, 52% of consumers make a plan and stick to it, while 19% do very little advance planning and instead get ideas in the moment. Within the broad continuum of shopper behavior, we identified five distinct shopper segments. Per the name, the Routine shopper (20% of U.S. shoppers) fully embraces their shopping routine.
Meet the Routine Shopper
Routine shoppers build their food shopping practices around a small number of preferred stores that deliver a “good enough” mix of quality, price, and convenience. Demographically, they skew Boomer, are often single-person households, and are more likely to live in rural areas. Their loyalty to routine is clear: in the past three months, they reported shopping the fewest number of store banners among all segments (5.2 on average). Their primary channels include Online, Mass, and Grocery.
The Role of Routine Across Segments
While Routine shoppers are the most routine-driven, other segments demonstrate varying degrees of flexibility and spontaneity. Some are highly pragmatic, using routine as a safeguard against waste and overspending. Others resist predictability, preferring to discover and experiment. What’s clear is that routine—and the emotions tied to it—play a role for every shopper.
This presents both opportunities and challenges for food and beverage companies. For consumers who value routine, brands and retailers can lean into empathy by positioning themselves as reliable, trustworthy, and convenient partners in daily life. For those who view routine as stifling, brands can introduce an element of excitement—sparking discovery in ways that feel accessible rather than overwhelming.
Ultimately, “back to routine” is not a one-size-fits-all proposition. Consumers engage with food routines through different lenses, influenced by their demographics, lifestyles, and emotional needs. By acknowledging both the comfort and the constraints of routine, brands and retailers can foster stronger connections that respect how consumers want to engage with food in their daily lives.
Key Takeaways for Food & Beverage Leaders
- Routines can either reduce stress or feel restrictive—brands must account for both.
- Understanding shopper segments enables more empathetic and effective positioning.
- Opportunities exist to reinforce dependability for some consumers and inject excitement for others.