Tesco Media: Is it the End for Shopping Lists?

The food and drink sector faces a significant transformation in how consumers make purchasing decisions, with research revealing patterns that could reshape everything from product development to distribution strategies.

Long-held beliefs about predictable shopping habits and brand loyalty are being questioned by new findings that point to a far more fluid marketplace than previously understood.

With digital privacy regulations reshaping how brands can advertise, retail media networks have become essential tools for food and drink manufacturers seeking to connect with consumers.

These platforms leverage first-party customer data to engage shoppers during critical moments of decision-making, driving what industry analysts call the Inspiration Economy.

New insights question established patterns

Tesco Media's behavioural study, Moving Mindsets, developed alongside independent consultancy MTM, examined purchasing behaviour across more than 7,000 Tesco shoppers.

The research found that 76% of purchase decisions occur at the point of sale rather than beforehand, indicating that conventional thinking about pre-planned grocery shopping could require reconsideration.

According to the study, just 24% of products are bought routinely. The remaining three-quarters of typical shopping baskets comprise new, lapsed or occasional purchases.

Furthermore, 71% of shoppers say they actively look for new brands whilst shopping, suggesting possible opportunities for food and drink brands to diversify their supply chains and adjust inventory planning.

The findings reveal that product discovery happens across various touchpoints. The data shows that 55% of shoppers find new products before entering stores, whilst 45% discover them during the shopping journey itself.

This multi-channel discovery pattern indicates that alignment between digital marketing, in-store merchandising and supply chain fulfilment could become increasingly critical for food and drink retailers.

These results could carry substantial implications for food and drink supply chain operations. If most grocery purchases are decided in-store rather than pre-planned, this could mean that retailers need to reassess inventory allocation strategies, promotional timing and product placement approaches.

How shopper mindsets shift during trips

The Moving Mindsets study identified seven distinct shopper mindsets and discovered that 78% of shoppers transition between at least one mindset during a single shopping trip, with an average of 2.5 different mindset shifts per visit.

The research found that 51% of shoppers move from functional purchasing modes – concentrated on essential items – to more exploratory mindsets during their shopping journey.

This transition pattern could inform decisions around store layout, product adjacencies and promotional strategies that food and drink retailers and their supply chain partners develop.

Stacy Gratz, Sales and Marketing Director at Tesco Media, explains: "The supermarket is not 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."

Stacy continues: "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."

Implications for food and drink brands

The research points to potential applications beyond traditional food and drink categories. According to the study, 78% of shoppers could be receptive to contextually relevant advertising from non-endemic sectors such as travel, financial services, healthcare and entertainment during shopping trips.

This finding suggests that retail media platforms could represent opportunities for diverse advertiser categories.

For food and drink supply chain operations, this could mean developing capabilities to support promotional campaigns that extend beyond conventional product categories.

For food and drink professionals, these findings indicate several considerations. Demand forecasting models could need to account for increased purchase spontaneity.

Promotional planning might benefit from understanding mindset transitions throughout shopping journeys.

Inventory positioning strategies could require adjustment to support discovery-based purchasing patterns.

The research suggests that traditional linear models of consumer decision-making might not fully capture contemporary shopping behaviour.

Instead, food and drink retailers and their supply chain partners could benefit from approaches that recognise the dynamic nature of in-store decision-making and the multiple touchpoints that influence purchase behaviour throughout the shopping journey.