A recent study highlights a clear shift in consumer behavior: most shoppers are hopping between multiple retailers each shopping trip, driven primarily by price - but also by selection, freshness, and convenience
What’s driving this trend?
- 76% of weekly shoppers visit two or more retailers, with 67% going to 2–3 different stores
- 60% say price differences motivate their choices, while 37% cite quality or freshness, and 33% mention brand choice .
These behaviors reflect a fragmented shopper journey - customers might choose one retailer for produce, another for pantry staples, and a third for specialty items, resisting loyalty to a single outlet
Implications for ELMA Europe + our ecosystem
- Merchandising & assortment: Retailers need to curate competitive offerings—especially in fresh and private-label segments—to be part of that shopper’s rotation.
- Pricing precision: Real-time pricing data and margin visibility across channels can give retailers an edge.
- Logistics agility: Multi-source shopping trends underline the importance of flexible, reliable supply chains that support mixed sourcing strategies.
- Supplier strategy: As consumer expectations shift toward value and variety, suppliers and processors must diversify product lines and packaging to match retailer needs.
We empower our partners—retailers, processors, and industrial users—with targeted sourcing, pricing intelligence, and logistics to stay competitive in this dynamic retail environment. Want to optimize your product mix, pricing strategy or supply chain to align with today’s shopper? Let’s connect!
