The fascinating psychology of the supermarket
It is undeniable that the goal of every business is to entice customers to spend as much money as possible, and grocery stores are no different. In fact, the supermarket industry has taken the psychology of product placements and store design to a rather impressive level. Every detail about every store is based on shopping data accumulated from many years of studying YOU.
Recently, I ran across an article that opened my eyes to the interesting topic of “supermarket psychology”. After lots of research in to many (nowhere close to all) aspects of the supermarket industry, it is safe to say not only am I impressed, but I will never shop for groceries the same again. Learning about the hows and whys and whats of the supermarket industry has been nothing short of fascinating.
So, let’s dive in, shall we?
“After millions of years of survival based on simple distinctions, it may simply be that we are biologically unprepared for the number of choices we face in the modern world”
– Barry Schwartz, Author, Paradox Of Choice
The average supermarket offers around 64,000 products. Sometimes while working my way through the isles, I marvel at the abundance of … everything … lots and lots of everything. This is a good time for a quick segue into Barry Schwartz’s highly influential 2004 book, The Paradox of Choice. Rather than increasing our sense of well-being, Schwartz says that too many choices in life can cause paralysis as well as increasing levels of anxiety, depression, and wasted time. Mix this thinking with a little FOMO (fear of missing out) and there is a good chance you will be compelled to buy one or two (or ten) items that were not on your list. As I am checking out, just about every cashier will ask “Did you find everything you you were looking for?” My typical answer? “Yes … and then some.”
How does that happen? Just about every time? Well, it starts the moment we walk into the store. Years ago, we used to say “work the perimeter of the store” when talking about smart grocery shopping. Today, that is no longer a perfect strategy because those pesky supermarket researchers are on to us. The usual whole foods and basic necessities have been infiltrated by snacks, prepared foods and other specialty items.
Every moment we spend in a grocery store is calculated starting with the shopping carts. When Mike and I travel, we usually end up grabbing some groceries at one of the small town grocers near our campground. The carts are usually well worn and a lot smaller than those that are now at my local Publix. The new carts have a cup holder so that we can grab a soda in the deli as well as a spot for our phones so we can chat while we slowly wander through the aisles. The best part? Plenty of room for everything on our list … and then some.
Even our movement is calculated and directed: upon entering the store, we push our cart to the right where we are immediately greeted by a maze of specials and seasonal items. Oh look! There are large bottles of ketchup! Buy one get one free! We use ketchup … sometimes. Last year I tossed an unopened bottle that was several years past it’s “best by” date. Turns out we rarely use ketchup.
“Upward of 50 percent of what we buy in a supermarket we had no intention of buying as we walked in the door,”
– Environmental Psychologist Paco Underhill
Walk into a small town grocery store and it will seem dark and dingy compared to the newer stores where everything is bright and colorful and shouts “you NEED me!” Look at those flowers – they are beautiful and would brighten up any room. Wait. What’s that smell? Cookies? Wow. Those ovens never get a break. Wait. Chocolate chip? Maybe I’ll treat myself. Ooops. I barely made it into the store and already an impulse buy is in my cart. (What are the odds the container remains closed till I get home?)
And then there is the fabulous rainbow of colors that lives in produce. Easy to open and eat salad kits (or personal salads in my house) are on sale and I need to load up on lots of veggies so that I can enjoy those CCCs guilt free. Strawberries are 3 for 10, so I grab a couple not remembering if we need more. Obviously, I have forgotten that food on sale isn’t a great buy if it ends up in the trash because it sat in the fridge/on the counter too long.
So far, my very colorful cart shows great promise for a very healthy Lisa (um … except for the cookies). My cart and I cruise past the sushi and fresh seafood and turn down an isle full of brightly colored packages. Who knew there are so many shapes and sizes and flavors and boxes and bags and containers of rice and pasta and tomatoes? Ambient music softly fills my ears and I mindlessly start singing along. Haven’t heard that oldie but goodie for a long time. Is that Chicago or Bread? Brings back so many great memories.
Sensory overload is kicking in and I am completely unaware. The highly researched play list is very quietly inviting me to slow down, take my time and enjoy the shopping experience. I am also unaware that there are no clocks, no windows and no sense of whether it’s been 10 minutes or an hour since I walked into the store.
Back to supermarket psychology, here’s something that I found really interesting: Scientific research has demonstrated that our decision making becomes more impulsive and emotional after around 23 minutes in a supermarket. Most of us can’t get through the sale items, flowers, baked goods and produce in 23 minutes! Worse yet, after 40 minutes – roughly a typical weekly shop – they found that the brain gets tired and effectively shuts down, ceasing to form rational thoughts.
Remember those 64,000 items that a typical grocery store offers? The Paradox of Choice is about the paralysis we experience from the overwhelming amount of choices. Our brain simply gets tired of making choices so it doesn’t and instead we start loading our cart with stuff not on our list and not even on our radar.
“Eye Level is Buy Level”
Ever wondered how some products get placed on the bottom shelves (hard to see) or on the top shelf (hard to reach) and others get placed at eye level? After diving down yet another rabbit hole, essentially “Slotting allowances/fees” are paid by food manufacturers to retailers in order to get items onto shelves. There are other fees for inclusion and placement as well as making sure the product stays on the shelf, but just know that most grocers not only sell shelf space but shelf positioning too. Everything is very well calculated to make sure products move and money is made. Reading through the data is enough to make your eyes bleed, but there are links at the bottom if you are interested in learning more.
The cereal aisle is fascinating (at least to me) in that brands aimed at adults are placed higher on the shelf (adult eye level) while brands aimed at kids are placed lower (kid eye level). Even more fascinating is that the eyes of the people or characters on the cereal boxes are strategically directed either straight ahead (for adults) or at a slight angle down (for kids). Next time you are in the cereal aisle, check it out.
So here we are, it’s been 30 minutes and we are still in the middle of the store contemplating cereal packaging and we have no milk, eggs, butter or bread. You know, the staples. It’s a good bet that most of those items are along the back wall in the left rear of the store. How do I know that? Everyone in supermarket design knows that.
Why isn’t there a special aisle for all the stuff we usually buy every week?. The Staples Aisle. That would really make our trips to the store short and very productive. Just makes me smile typing this. What fun would that be? You wouldn’t want to miss all the supermarket psychological magic that happens down each and every aisle now would you? What? There’s more? My brain is fried already.
Yes. There’s always more.
We finally have our milk, eggs, bread and butter … and maybe some cheese … and ice cream … and we are finally at check out. This shopping thing has made me hungry so I grab a bag of M&Ms for the ride home. Apparently this unplanned and last minute purchase is not just a thing but a BIG thing: According to the marketing research company, IRi, Americans spent $6 billion (yes, that’s a B) in checkout purchases alone in 2020 (over $5 billion was something edible).
Wow. Is your head spinning yet? Mine certainly is.
A 2012 meta-analysis found that impulse buys “can account for anywhere from 40% to 80% of purchases depending on product category. Never has list making been so important.
The most common suggestion from each article I read is to make a shopping list and stick to it.
I use the notes app on my phone as well as the Publix shopping list feature (yes, you need to create an account). If there is a Publix nearby when we are traveling, I can plug in the address and my list will appear with the correct aisle for each item. I find this feature helpful as it allows me to find things quickly no matter where we are.
Thanks for coming along for the ride. I hope you have found this information about the psychology of supermarkets as interesting as I have. Not gonna lie … I grew whiskers and a tail while doing my research. However, instead of being manipulated through the maze that is the modern supermarket, my goal is to create awareness and to arm you with the information you might need to quickly and efficiently buy the products you want, keep spending to a minimum and move along with your day.
Interested in exploring ways to decrease your time in the store and save money? Check out this follow-up article here:
The fascinating psychology of the supermarket
I’ve done the research so you won’t have to, but I do hope you will check out a few of the resources / references listed here.
Resources and References
When we enter a supermarket, we are unwittingly subjected to the result of decades of psychology research on consumer behaviour. But just what tricks of the mind are they up to? And what can you do to avoid their spending traps?
Supermarket Psychology: How They Use Science to Make Us Spend More
When you walk into a supermarket, you probably want to spend as little money as possible. The supermarket wants you to spend as much money as possible. Let the battle commence:
The science that makes us spend more in supermarkets, and feel good while we do it
From the layout to the little old lady who hands out samples, we explain the psychological tricks the supermarket uses to get you to buy food you don’t want:
How to Buy Food: The Psychology of the Supermarket
Your store’s layout, its seasonal aisles and even its simplest displays might be crafty tactics to get you to buy more:
7 Spending Traps to Avoid at the Supermarket
The layout of a supermarket is not a random design choice; it’s a carefully crafted strategy, influenced by shopping psychology:
Secrets Behind Supermarket Layouts: Psychology of Shopping Explained
How much of what is in your cart is influenced by the social psychologists paid to get you to do just that, buy more stuff?
Supermarket Psychology: Sneaky Influences To Get You To Spend Money
Slotting fees determine what you buy in the grocery — long before you get a look at the shelf:
The hidden war over grocery shelf space
Slotting fees can be a huge cost when entering the grocery market. Here’s everything food brands need to know about them:
Everything food brands need to know about slotting fees
IRi:
https://www.circana.com/intelligence
A Meta Analysis of Consumer Impulse Buying
From placement and pricing to lighting and layout, the business of supermarketing is well researched. Check out this graphic:
