Health and nutrition are often at the heart of shoppers’ notions of “necessities.” Some shoppers, such as health-conscious and physically active shoppers, justify expenses as part of their training and health routines.

Grocery shoppers balance buying the same items and seeking new ones. For some grocery shoppers, running across unexpected finds meets their value for discovery. Closely related is the idea of food as a form of cultural exploration and travel.

Shoppers perceive entertainment as both “indulgence” and “necessity.”  While foods and beverages that grocery shoppers think of as treats fall under the “indulgence” category, many shoppers consider enjoyment and pleasure necessities.

Grocery shoppers are strategic about trade-offs between time and energy. Convenience often meets other needs, such as healthy eating, home cooking, or exploration and discovery. Framing convenience in terms of serving multiple “necessities” can help make it a more relevant and acceptable expense.