Advantage360™ Shopper Study Highlights: How to Win the Trip in 2027

Your intel to get ahead in the year ahead with highlights from all five 2026 Proprietary Shopper Study releases, in one report.

Loyalty just hit an eight-year low. Only 23% of shoppers stick to one store, and the rest are splitting trips across a handful of retailers, picking a different one for every mission. Add in a shopper who’s trading down, cooking more and walking away from empty shelves, and the rules for winning a trip have changed.

This report pulls the top findings from all five installments of the 2026 Advantage360™ Proprietary Shopper Study, covering 8,675 shoppers, into a single set of highlights, broken down by channel, retailer, life stage and cooking mindset, built to show brands and retailers exactly where the openings are.

What’s inside:

Percent of shoppers feeling financially comfortable, down 6 points from last year
Why single-store loyalty just hit an eight-year low, and what’s splitting the trip instead
The five cooking mindsets shaping what gets bought, and how to reach each one
The categories where an empty shelf costs the whole trip, not just the sale
A six-point playbook for winning the mission, not just the shopper

Get the highlights report.

Why it matters for brands:

See which product claims actually move shoppers to add to that basket, where sampling converts best, and which categories shoppers won’t substitute on, so you know where distribution gaps cost the most.

Why it matters for retailers:

See how shoppers rank your channel against the other four, what’s driving conversion at Walmart, Kroger, Aldi, Costco and more, and which cooking mindset defines the biggest opening in your store today.