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The “one brand, one basket” model is becoming outdated. Canadian shoppers are averaging 2.7 store visits and 2.05 brands per shopper. This is a 48% increase in visit frequency and a 50% rise in the number of brands visited compared to the previous year.

At the same time, brand loyalty is down 35%, revealing that more consumers are actively exploring alternatives. They’re browsing based on convenience, value, and curiosity, not habit. While loyalty hasn’t disappeared, it can no longer be taken for granted. With shoppers becoming more dynamic and open, grocery brands have more opportunities to connect if they meet them in the right places, at the right times.

 

Why This Matters for Grocery Marketers

The changes in shopper behavior mean precision in marketing is more important than ever. National messaging may provide scale, but it often misses the mark without local insight. Understanding regional consumer patterns at the local level is crucial for grocery brands to create targeted campaigns that resonate with local grocery shoppers. For grocery advertisers, understanding and activating key shopper segments can provide a major edge.

Key Shopper Segments to Target

  • Price-Conscious Shoppers (Reach: 2M)
     These shoppers are highly responsive to promotions and value messaging.
  • Family Shoppers (Reach: 22M)
     They are shopping with routines in mind and often plan around weekly needs.
  • Routine Grocery Shoppers (Reach: 8M)
     Consistency is key for these consumers—until a better offer grabs their attention.
  • Young Consumers Under 30 (Reach: 13M)
     Digitally connected and brand-curious, they’re driving new behaviors in-store and online.

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 Is Changing, 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.