What really matters to consumers when buying food

What do consumers pay particular attention to when shopping for groceries—and what key insights can retailers and the consumer goods industry glean from customer behavior? This is the focus of the KPMG Consumer Barometer 2026. The study is based on a survey of 2,000 people. 

Grocery shopping remains an integral part of everyday life. But it is changing: Due to growing product variety, new dietary trends, and increasing health concerns, the complexity of consumer decisions is noticeably on the rise. At the same time, it is becoming clear that purchasing decisions are driven less by established dietary patterns and more by specific circumstances—influenced, for example, by price or availability. 

For retailers and manufacturers, this paints a nuanced picture: Topics such as plant-based diets are gaining noticeable visibility, but traditional criteria remain dominant: Value for money continues to be a clear priority, while sustainability plays a lesser role in everyday life. Alternative diets complement existing consumption patterns—for example, through the increasing use of plant-based alternatives—without completely replacing them.

The survey results identify the most relevant trends: Which products are purchased where—and which factors are decisive for the purchase? The focus includes, among other things, differences between age groups, places of residence, and dietary styles.