What’s Driving Shopper Satisfaction Today—and Opportunities to Improve
Retail is evolving faster than ever, with shopper expectations reshaping the way businesses operate.
Our 2025 Shopper Satisfaction Report uncovers the key insights that defined the retail landscape in 2024. From sustained challenges in pricing strategies to surging interest in sustainability, these trends outline not just where the industry stands but where it’s headed. The report highlights actionable opportunities for retailers and suppliers to align with evolving shopper priorities.
Key Findings
Satisfaction on the Rise
Shopper satisfaction has steadily improved over the past four years, supported by better product quality, broader assortments, and enhanced execution. Improvements in areas like shelf layout and in-store navigation have made shopping easier and more enjoyable. However, challenges persist, particularly in staff interactions and the execution of price strategies.
Price: A Persistent Pain Point
While price satisfaction has rebounded to 2021 levels, it remains the weakest pillar in shopper satisfaction. Retailers like Costco excel in value perception, leveraging strategies like bulk pricing and everyday low prices (EDLP). Categories such as frozen vegetables and fresh seafood highlight opportunities for price optimization. Transparency and consistency in pricing, paired with effective promotions, remain critical improvement areas.
Product Quality: A Strength with Opportunities
Freshness and quality consistently lead shopper priorities in the Product Pillar. Retailers such as Publix and Costco are excelling here, with standout performance in fresh categories like yogurt and seafood. However, attributes like sustainability, U.S.-made goods, and healthy choices remain underdeveloped, signaling opportunities to align with rising shopper demands for ethical and health-conscious options.
Assortment: Broadening Horizons
Shopper satisfaction with assortment continues to climb, driven by a focus on trusted brands and variety. Grocery leaders like Publix and ShopRite are thriving in this space, but the industry as a whole lags in innovation. Emphasizing new and unique products can engage shoppers and reinvigorate interest across categories.
Execution: Progress and Gaps
Operational excellence has made strides, particularly in shelf layouts and inventory management. Out-of-stock situations have declined, boosting shopper satisfaction. However, areas like staff interactions and in-store enjoyment still require attention. Retailers must invest in training and store experience enhancements to close these gaps.
Retailer and Category Leaders
- Publix dominates grocery satisfaction, excelling in product quality, assortment, and execution, while still needing improvements in price.
- Costco leads in the non-grocery space with its strong value proposition and premium offerings.
- Amazon remains the top performer in online retail, driven by product availability and delivery efficiency, though its innovation scores lag.
What This Means for You
The report offers a roadmap for driving growth and enhancing shopper loyalty:
- Optimize Pricing Strategies: Clear, consistent pricing and compelling promotions are essential.
- Elevate Product Differentiation: Focus on health-conscious, sustainable, and local products.
- Expand Assortment Innovation: Introduce new products and maintain a wide range of trusted brands.
- Refine Execution: Invest in staff training, improve inventory management, and enhance store layout and navigation.
Next Steps
Download the 2025 Shopper Satisfaction Report to uncover deeper insights and leverage Shopper Intelligence to turn insights into action.