A Guide to Navigating Consumer Mindsets in 2025
As 2025 unfolds, shoppers are navigating more than just rising prices. Between price sensitivity, shifting shopping habits, and evolving expectations, today’s consumer is approaching every trip to the store with entirely new considerations and shopping strategies.
To better understand how people are thinking and behaving in this environment, Chicory surveyed 1,000 U.S. consumers (500 Gen Z and 500 non-Gen Z). The findings reveal a shopper who is not only cautious, but also intentional—balancing budgets, planning meals, and leaning on recipes for inspiration.
Here are three key insights from our latest report that brands and retailers should keep in mind as they plan for the year ahead.
Takeaway 1: Grocery Budgeting Is Now a Standard Mindset
Price sensitivity is at the forefront for both Gen Pop and Gen Z. Over half of consumers say they’ve changed how they shop for groceries in the past six months, and the majority report they’re spending more despite their best budgeting efforts.
For Gen Z, however, the story is more nuanced. Only 43% report spending more, suggesting potentially greater financial intentionality. Whether through meal prepping or frequent list-making, this generation is demonstrating a more concerted approach that brands need to acknowledge.
For brands, the implication is clear: show up as a partner in the budgeting process. Highlighting value, efficiency, and longevity of products can earn trust in an era where every dollar is scrutinized.
91% of shoppers use online recipes. Reach them in the moments that matter.
Takeaway 2: Nearly Everyone Makes a List Before Going to the Grocery Store
A vast majority of both Gen Pop and Gen Z shoppers are creating lists before going to the grocery store. This speaks to how critical it is for brands to reach them when they are actively making their list. This is a prime, pre-shop opportunity to reach consumers when it matters most.
This pre-shop mindset highlights a pivotal moment for brands: influencing consumers before they even enter a store. Inspiration is equally important. When we asked Gen Z respondents which methods they use to get inspiration for list building, it was a near tie between social media (42.4%) and word of mouth (41.8%).
Takeaway 3: Recipes Remain a Key Way to Reach Shoppers
Many respondents relayed that they are using recipes the same or more today than a year ago, including 83% of Gen Z. When asked how often they use or look at online recipes, 10% more of Gen Z respondents claim weekly usage than Gen Pop.
Of the shoppers saying they’re viewing recipe content online, a clear majority across the board reported they are looking for meal inspiration. Gen Z is taking it further with meal inspiration and planning. When we asked what mindset they’re in when viewing recipe content, almost 15% more Gen Z respondents said they’re planning meals for the week.
Conclusion: From Caution to Consideration
Ultimately, shoppers are navigating growing uncertainty with structure, not spontaneity. They’re budgeting carefully, planning in advance, and especially relying on recipe content to make confident, concerted choices.
This shift toward budget-conscious shopping presents a significant opportunity for brands seeking to connect with increasingly diverse shoppers. Lean into these shifting mindsets and connect with consumers during key decision-making moments. Inspire their lists, and show up where decisions are actively being made.
The brands that deliver solutions at these critical moments can stand out as genuine solutions for an increasingly price-sensitive and strategic audience.
Want to learn more about how Chicory can help your brand connect with today’s changing consumers? Say hello@chicory.co to get in touch with our team, or schedule a call below.