After years of tracking grocery consumers, in 2026 something shifted. For the first time in our research, price overtook taste as the #1 purchase driver—and the ripple effects are reshaping how people shop, what they buy, and who wins their loyalty.

 

In our latest Now + Next report, we unpack what's really happening at shelf: where ecommerce is (and isn't) growing, what the GLP-1 era means for your category, how discovery is fragmenting, and the tactic that still closes the loop better than anything else. Download your copy on this page!