Rampant price inflation at supermarkets has put supermarket shopping in the spotlight. In this post, I will highlight some everyday aspects of supermarket shopping in the context of value-conscious consumption in suburban and small-town America.
Attitude
Many consumers view supermarket shopping as an unappealing and mundane chore, but is a negative attitude toward an activity directed at fulfilling a vital aspect of life sensible? Think of it as making impactful health, budget, and environmental choices.
Produce
Only some people tap the full potential of the health-friendly produce section, with many having never tried several items in this section. Consider trying a new produce item periodically to increase plant food intake. 
Prioritize seasonal produce for better taste, nutrition, and lower price. Doing so supports local farms and reduces environmental impact through minimized transportation and refrigeration.
Pre-packed produce, say, a bag of onions, may contain some imperfect ones, and there could be spoilage if we can consume only part of the pack within its shelf life. After factoring in packaged produce’s potential quality rejects and spoilage costs, the higher-priced loose produce may be a price-competitive option.
Layout
Often, we want to make a quick stop, for example, to buy bananas and milk. But supermarkets wish us to stay longer and spend more, and the store is designed accordingly. After buying bananas to buy milk, we must traverse the store because produce and dairy are at opposite ends of most supermarkets, increasing the chances of impulse buying courtesy of highly visible and readily accessible end-of-aisle displays. 
End-of-aisle displays are not necessarily the best deals. They help prompt impulse purchases, clear out slow-moving inventory, showcase new products, and highlight products on sale.
While it might appear that making shoppers spend more is the sole motive driving store layout, operational factors are crucial. For example, efficiently managing the frequent restocking and temperature control needs of high-turnover produce and dairy products and evenly distributing foot traffic involves situating dairy and produce sections at opposite store ends.
Store Brands vs. National Brands
Some shoppers disdain store brands, but savvy consumers know many supermarkets invest heavily in developing high-quality brands. For instance, Trader Joe’s, Wegmans, and Costco are well-regarded for their store brands.
Reassuringly, national and store brands often have a common source. Contract manufacturers who produce many store brands also make similar or identical national brands. Major retailers leverage their buying power to have manufacturer-suppliers produce comparable items under the store brand label. 
To better appreciate the price value of store brands, it’s often a good idea to emphasize percentage rather than absolute price differences. For example, consider a national brand salt container retailing at one dollar and the store brand at 70 cents. While the absolute 30-cent difference might seem inconsequential, the 30 percent discount for the store brand is substantial.
Unit Pricing
Some consumers opt for larger packages solely based on perceived cost savings. However, a unit price comparison might reveal a minimal cost difference between larger and smaller packages. In such cases, purchasing the larger size, unless specifically required, may not be worthwhile.
Even more, many consumers who assume “larger-sized packs cost less per unit” will learn, from using unit pricing information, that this assumption does not always hold.
There are limitations to using unit price information in the presence of promotions. While unit prices reflect the reduced cost of a product on sale with a discount, some promotions, such as buy-one-get-one-free deals, may not be explicitly reflected in unit prices since the second item is free. Likewise, the unit price displayed on the shelf does not capture discounts associated with store loyalty programs.
Promotions
Supermarket chains are trapped in a vicious cycle of promotional activity in which we, as consumers, benefit monetarily. We also benefit behaviorally because participating in promotions disrupts routine behavior and keeps us from becoming mechanical shoppers. 
There is no compelling reason for not taking advantage of promotions. Unlike in the past, keeping abreast of and participating in promotions such as discounts and loyalty programs is a breeze because everything is digitized.
Promotions, however, can trigger impulsive purchases and forward buying, leading to overstocking. We must not overlook the storage and spoilage costs of overstocking.
Cultivate the habit of considering the hidden shopper behavior modification goals behind promotions by suppliers or supermarkets. When done correctly, this promotion attribution will empower you to avail of only promotions that are good for you.
Conclusion
Supermarkets offer tremendous value through convenience and competitive prices. To fully capture this value, we must be informed and mindful shoppers. While most of us have developed and honed supermarket shopping routines that suit us, even seasoned routines can benefit from an occasional self-review.
NOTES
The dynamics of our health, familial responsibilities, shifting priorities, and evolving food knowledge warrant a periodic assessment of our approach to shopping. For instance, environmental impact was not traditionally at the forefront of shopping considerations among older generations but should be now.
In a global supply network, it isn’t easy to differentiate between seasonal and non-seasonal produce. Many items, such as bananas and onions, are not seasonal in the typical sense. We must use our regional knowledge and experience to identify seasonal produce.
Critics often portray supermarkets as crafty entities exploiting unsuspecting shoppers through strategic store layouts, atmospheric influences, and pricing tactics. However, these critiques are one-sided and unconvincing. For instance, while critics may decry the strategic use of lighting, music, and signage to influence consumer behavior, they fail to acknowledge the role of atmospherics in enhancing the shopping experience. The supermarket industry is fiercely competitive, and firms cannot survive if they don’t satisfy shoppers’ needs. If supermarkets exploited customers, alternative business models would likely emerge to replace them.
