New Research from McCormick and Knit Uncovers the Hidden Calculations Behind Grocery Shopping in 2026

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Findings from 500+ consumers show purchase decisions hinge on convenience, trust, and failure risk as much as price

NEW YORK, NY / ACCESS Newswire / August 6, 2026 / Knit, the AI-native research agency delivering decision-ready consumer insights, today released findings from new research conducted in partnership with McCormick, the global leader in flavor, examining how modern grocery shoppers define value and navigate trade-offs in the grocery aisle. The research found that while price matters, it is only one part of a broader "value equation."

More than 500 qualified grocery decision-makers participated in the study. The results suggest brands and retailers that focus exclusively on price may be overlooking the factors that ultimately drive purchase decisions and long-term loyalty. Knit and McCormick will discuss these insights and unveil new data during their upcoming webinar: The Modern Value Equation: What Shoppers Actually Value in 2026.

"Price remains important, but it is only one variable in a much larger decision framework," said Liam Hickey, Head of Research at Knit. "The modern shopper's value equation is all about situational optimization. Consumers perform a series of often subconscious calculations, factoring in product flexibility, meaningful savings, convenience, time requirements, available substitutions, what their families will accept, and more. Brands and retailers need to deepen their customer empathy if they want to win in these moments."

The study leveraged AI-moderated video questions that capture both the measurable patterns behind modern grocery behavior and the natural language shoppers use to explain their choices. In total, researchers captured 102 AI video interviews, allowing the study to pair structured data with shoppers' own language and real-world decision-making.

Among the initial findings:

• Consumers regularly balance time and money in ways that defy traditional assumptions about value.

• 72% of respondents said they would visit a second store to save $25 to $30 on groceries.

• At the same time, 43% said they would willingly pay a delivery fee to avoid a 45-minute round trip.

• The perceived "failure cost" of purchasing the wrong product varies dramatically by category, with fresh items carrying significantly greater perceived risk than snacks or packaged goods.

These findings suggest that what shoppers value most often depends on context rather than category or income alone. Two consumers facing similar budget pressures may make entirely different decisions: one may visit a second store to save money, while another may willingly pay for delivery to protect time and convenience; One may trade down in pantry staples, while another may remain loyal to a trusted product because the household will reject substitutes.

"Even if a retailer offers the lowest prices, failing to meet shoppers' broader expectations can still cost them the trip and future loyalty," said Dorothy White, Shopper Insights at McCormick. "Consumers have categories where they simply do not want to compromise, and forcing that compromise can damage long-term affinity and trust."

In categories tied closely to taste, meal success, and household acceptance, consumers are making a broader judgment about whether a product is worth trusting and whether the risk of compromise is worth the savings. That same value equation applies to the retail experience. In-stock reliability, assortment clarity, substitution quality, and basket completion all shape whether shoppers feel a trip delivered value beyond the receipt total.

To register for the free upcoming webinar, visit the event registration page.

ABOUT KNIT:

Knit is the AI-native research agency that delivers decision-ready consumer insights through a Researcher-Driven AI model. By combining end-to-end AI execution with dedicated human research expertise, Knit enables enterprise teams to go from scoping to story in a week or less without sacrificing rigor or depth. Knit handles the full research lifecycle, including survey creation, sample and fielding across millions of verified respondents, quant and qual analysis in a single study, and agency-quality reporting. Trusted by leading brands like Amazon, ESPN, Mars Wrigley and more, Knit gives insights teams more research, less manual work, and no quality tradeoffs. Learn more at https://goknit.com/.

ABOUT MCCORMICK & COMPANY:

McCormick & Company, Incorporated is a global leader in flavor. With approximately $7 billion in annual sales across 150 countries and territories, we manufacture, market, and distribute herbs, spices, seasonings, condiments and flavors to the entire food and beverage industry including retailers, food manufacturers and foodservice businesses. Our most popular brands with trademark registrations include McCormick, French's, Frank's RedHot, Stubb's, OLD BAY, Lawry's, Zatarain's, Ducros, Vahiné, Cholula, Schwartz, Kamis, DaQiao, Club House, Aeroplane, Gourmet Garden, FONA and Giotti. The breadth and reach of our portfolio uniquely position us to capitalize on the consumer demand for flavor in every sip and bite, through our products and our customers' products. We operate in two segments, Consumer and Flavor Solutions, which complement each other and reinforce our differentiation. The scale, insights, and technology that we leverage from both segments are meaningful in driving sustainable growth. Founded in 1889 and headquartered in Hunt Valley, Maryland USA, McCormick is committed to its Purpose - To Make Life More Flavorful - and driven by its Vision - To be the World's Most Trusted Source of Flavor. Learn more at https://www.mccormickcorporation.com/.

MEDIA CONTACT: Lauren Gill, MAG PR at [email protected].

SOURCE: Knit