Convenience is driving purchase decisions at the grocery store these days. Consumers are seeking simplicity when it comes to food shopping, according to a new Deloitte survey titled “A Fresh (Food) Take on Grocery Convenience.” Fifty-two percent of respondents said they value convenience now more than they did in the past. More than 8 in10 agree successfully competing on convenience is key to increasing unit sales volume.

Grocers who were surveyed said they are concerned about competition for convenience-seeking consumers, with 56 percent reporting they are worried about the influence of internet grocery stores and 53 percent are concerned about third-party shopping apps.

The survey found that grocers should be more worried about other traditional grocers, restaurants and dollar stores.

More than half of consumers reported that figuring out "what's for dinner" is one of their major pain points, and 44 percent would regularly buy from a grocery store that could help them with meal planning. Meanwhile, 80 percent of grocers surveyed said they are optimistic about generative AI's potential financial contribution. 

"Grocers are navigating a new wave of change, including price-sensitive consumers, food away from home eating into 'share of stomach,' and stress on the profitability of the grocery business model from grocery delivery last-mile logistics,” said Daniel Edsall, grocer leader and principal of Deloitte Consulting LLP. “Yet, there continues to be great opportunities around grocers' strength with fresh food. Shoppers love fresh food and crave convenience. Finding new ways to provide consumers with 'fresh convenience,' by offering fresh choices in approachable ways, could help drive more sales."

The survey found that grocers are recognizing the importance of fresh food, with more than half of grocery executives expecting fresh to be their most strategically important department over the next one to three years. The produce, deli and meat departments lead this charge.

Nearly 90 percent of consumers reported that fresh food makes them happy, and 66 percent reported they would pay a premium for fresh food. On average, shoppers said they would pay 22 percent more for fresh over the alternatives, such as canned, frozen or other options. 

The survey found that when it comes to deciding between either fresh or convenient food, ease often wins. More than 80 percent of shoppers said convenience drives their fresh food decisions. Nearly 70 percent of respondents said that on busy days, they buy more convenient food items, even if they are not healthy.

Despite the availability of online options, consumers will choose local if it means convenience. Nearly 50 percent of respondents said they are more likely to continue frequenting their local grocer, while 25 percent said they would turn to a restaurant to find convenient food options. 

"Despite their growing desire for quick and easy choices, consumers still show a significant preference for their neighbourhood grocery stores,” said Adam Almond, principal of retail and consumer products at Deloitte Consulting LLP. “Grocers can capitalize on, and look to enhance, that loyalty through innovative solutions that pair fresh food with more convenience. Investing in the pivotal moments throughout the shopping process can help ripen grocers' chances for creating an industry advantage that shoppers will remember long after their carts are full."