In 2025, the grocery shopping landscape is shifting fast, with shoppers making more frequent trips while showing less brand loyalty. As foot traffic increases and consumers explore more options, grocery brands are facing new challenges but also valuable new opportunities. To stay competitive, it’s essential to understand how shopper behavior is evolving and adapt strategies accordingly.
What the Data Tells Us About Today’s Grocery Shoppers
The “one brand, one basket” model is becoming outdated. Shoppers are now averaging 54% more visits and visiting an average of 55% more grocery brands, which means brand loyalty is weakening while consumer engagement is getting stronger. Consumers are more open to exploring their options based on convenience, price, and mere curiosity.
Overall, while consumer loyalty remains strong buyers are increasingly open to further brand exploration. The shift is clear—grocery shopper behavior is becoming more dynamic, and brand loyalty is definitely not guaranteed. With increased visits and a broader range of stores and products, the opportunities for brand engagement are growing, but they require new approaches.
Why This Matters for Grocery Marketers
The changes and nuance in shopper behavior mean precision in advertising is more important than ever. If every location is different, why market them like they’re all the same? Understanding regional consumer patterns at the local level is essential for grocery brands to create relevant campaigns that connect with local grocery shoppers. For Grocery advertisers, there are a few key segments to go after.
Key Shopper Segments to Target:
Price-Conscious Shoppers: 27 million shoppers are actively looking for deals.
Spanish-Speaking Shoppers: 8 million shoppers speak Spanish, providing a significant opportunity.
Tech-Savvy Shoppers Under 35: 35 million shoppers are driving the digital transformation of grocery shopping.
With 68 million total grocery shoppers in the US, targeting these segments helps brands build loyalty and expand their reach. Is your campaign strategy evolving to meet the demands of today’s mobile, brand-curious shoppers?
How Locala Powers Grocery Retail Success
Locala helps grocery advertisers connect with shoppers by turning real-world behavior into actionable strategies. Using Insights AI, we analyze store-level behavior to craft campaigns that resonate with shoppers in specific locations. This behavior-first approach helps brands align their methods with actual shopper trends.
Proven Campaign Tactics That Drive Results:
+24% visit rate when campaigns run longer than 3 weeks.
-25% CPIV (cost per incremental visit) when testing 3+ audience tactics.
+26% uplift with media investments over €50,000.
Locala’s data-driven approach has already powered over 400 successful campaigns across six markets for 25 grocery brands. Our market-tested methods ensure measurable results that drive store traffic and boost brand loyalty.
Loyalty May Be Declining, But Opportunity Is Growing
Although brand loyalty is evolving, the increase in store visits and brand exploration indicates that shoppers are ready to be influenced. Localized activation gives brands a significant advantage in capturing and retaining customer attention. By adapting in real time, brands can drive traffic and foster lasting loyalty.
Ready to turn grocery traffic into brand traction? Discover how Locala helps you reach shoppers when and where it matters most. Book a demo today.