Knit, the AI-native research agency delivering decision-ready consumer insights, has published findings from new research conducted in partnership with McCormick, the “global leader” in flavour, 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 discuss insights and unveiled new data during the recent 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 optimisation. 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 behaviour 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.