Food Sourcing in America 2022
Cultural drivers are constantly shifting in modern society, informing and shaping food lives, including how we shop. These cultural drivers include: who we are, where we live, what we do, how we connect, what we value. Modern food and beverage procurement occurs in a wide variety of ways both online and in person, and shoppers expect to move fluidly across shopping methods and channels.
“Food Sourcing in America 2022” is the latest in Hartman Group’s research series has tracked food shopping (and, more broadly, food sourcing) trends over the past two decades. The last report in the series (completed in 2020) grappled with consumers’ adaptations to the rising COVID-19 pandemic and serves as a snapshot of shopping behavior in Summer 2020.
Published October 2022 | Report length: 107 pages | U.S. market coverage
- Executive summary
- General report (PowerPoint and PDF)
- Demographic data tables (Excel)
- Primary Quantitative Research: Online national survey July 20–August 4, 2022, n = 2,279 U.S. adult primary shoppers aged 18–76 (MOE ± 2.0% at 95% confidence level).
Respondents recruited as a nationally representative sample and balanced by age, gender, division, income, race/ethnicity, and presence of children to match the 2022 Census Bureau Current Population Survey
- Primary Qualitative Research: Digital Ethnographies: N=16 participants. Week-long immersive engagement via asynchronous virtual platform. Topics included: discovery, planning, online and in-person shopping habits and preferences, cost-saving strategies, use of prepared foods and foodservice
N=10 selected from digital ethnography participants. Hour-long interview focused on delving deeper into responses from the digital ethnography
- Methodology
- Executive Summary
- Chapter One: Cultural/Social Context of Shopping
- Chapter Two: Planning & Discovery
- Chapter Three: Food Sourcing Dynamics
- Chapter Four: Channel Shifting
- Chapter Five: Inflation Impacts
- Chapter Six: The Future of Shopping — Implications & Recommendations
- Chapter Seven: Channel & Retailer Scorecards (Channel and Retailer Profiles: Mass, Grocery, Drug, Dollar, Club, Discount, Natural/Specialty, Online/DTC)
- Cultural drivers informing and shaping food lives, including how consumers shop
- Consumer navigation of a complex web of retail and foodservice options in a post-COVID world
- In-person vs. online shopping
- Channel perceptions and engagement
- Practical category needs and drivers of satisfaction, trust, recommendation
- Impact of inflation and rising prices
