Consumers are becoming increasingly conscious and seek an optimal balance between affordability, ease of use, and socially responsible shopping.

The vast majority, 87%, are concerned about the rising groceries prices. This is comparable to 2023 and significantly higher than in 2024. Concern over rising food prices leads to more conscious purchasing behaviour, while the further increase in online ordering and self-scanning enables new shopping experiences. At the same time, awareness of environmental and ethical aspects when making purchases is growing. Attention to environmental and animal welfare illustrates a changing food culture in which conscious choices increasingly seem to become the norm.

The research provides insights into changing shopping behaviour in supermarkets, focusing on online ordering, self-scanning, industry blurring and conscious product choices. Additionally, since this year, special attention is given to deposit return schemes and geopolitical tensions worldwide.

Watch the Supermarkets Consumer Survey 2025 Webinar here

During the webinar, Randy Jagt, Adgild Hop and Patricia Versendaal from Deloitte, together with Aart van Haren, General Manager of PLUS, discussed the results and implications for supermarkets.

For more information about the research or if you would like to discuss what the results mean for you, please do not hesitate to contact one of our retail experts.