Most grocery shoppers say they’re open to innovation, but in reality, routine still rules the cart. This, according to new research from Kroger Precision Marketing powered by 84.51°. The research reveals what “new” really means to consumers, when they decide to try something different and what actually helps them break their autopilot habits.

What “new” really means to shoppers

Despite innovation being a buzzword, most shoppers aren’t expecting existing brands to blow them away with something completely out of the box.

- 88% of shoppers say that a new flavor is innovative
- 56% say seasonal versions check their innovation box

Where innovation reaches shoppers

With four out of five shoppers saying that they decide to buy new items while shopping, retailers and brands need to meet them at the point of impact.

-  68% of in-store shoppers expect to find innovation on endcaps (compared to just 22% in the checkout areas)
- For those who shop online, 51% rely on ads for new products, with just under half looking at the savings page and 37% hoping to see innovation in their suggested products

The tipping point

Finally, it comes as no surprise that discounts are the key factor to convince shoppers to switch from regular to new.

- Only 60% will switch to something new if the new item is just 5% lower than the regular price
- That number climbs to 80% who are willing to try the new item if it’s 20% lower than the regular price