NEW ORLEANS — When consumers shop, they maintain a certain equilibrium, combining personal preferences with price comparisons as they navigate grocery store aisles. Sarah Weise, CEO of market research firm BIXA, explored the core of this decision-making and shared the results during the general session at IDDBA 2025, held June 1-3 in New Orleans.

The results showed that consumers consistently balance convenience, quality, price, sustainability and flavor preferences. According to Weise, 33% of consumers shop because they feel they deserve a reward. This, in comparison to the 18% of consumers who shop for a special occasion, suggests that consumers are creating their own special occasions, rather than waiting for a calendar to dictate when or where they occur.

“But here’s the thing, it’s almost never just about indulgence,” Weise said. “Consumers make the emotional decision on their purchases first and then back it up with logic.”

Consumers are more likely to splurge on what they deem indulgent if it’s multi-functional. If a single item or meal can make dinner easier, stretch into leftovers, save money or spice up an otherwise simple meal, there is little to no hesitation in the purchase.

The data also shows two in three consumers buy food they see on social media, and one in five do so on a weekly basis.

“Your store needs to be dialed into what is trending,” Weise explained. “Shoppers aren’t just buying products; they’re buying relevance. Curating trendy products makes it easy for consumers to stay in the know and feel like they belong.”