NEW YORK — Is self-checkout saving you from blushing at the grocery store? You’re not alone. Forty percent of Americans say they buy healthy items to ensure they’re not getting judged in the checkout line.
A recent survey polled 2,000 U.S. respondents about their habits while grocery shopping and finds nearly two in five frequent the self-checkout to avoid cashiers judging their purchases. The same percent claim they’ve experienced “cart envy” and left a checkout line in search of items they saw in others’ shopping carts.
If you’ve ever left the grocery store with more than you intended to buy, again, you’re not alone — 78 percent say they do the same. In addition, about two-thirds admit they sometimes spend more than $50 on unintended purchases.
Grocery list shoppers vs. non-list shoppers
When it comes to shopping, some people make lists and some don’t. So, is that revealing something about your personality? The survey, conducted by OnePoll on behalf of Kroger, finds 80 percent of respondents identify themselves as list-makers, compared to just 20 percent who do not. Of those who make grocery lists, 73 percent are likely to cry during a sad movie, compared to 53 percent of non-list-makers. List-makers are also more likely to say they’re satisfied with their lives (72% vs 56%).
When cooking meals, grocery shoppers who make lists rely more heavily on recipes (32% vs 15%) and consider their cooking skills to be professional (54% vs 26%). Additionally, list-makers are much more likely to focus on eating healthier since the onset of the COVID-19 pandemic (46% vs 20%).
The study also examined the personality traits of grocery shoppers who tend to explore every aisle of the store on their shopping trips (64% of the poll). Not surprisingly, these shoppers are more likely to identify as early birds (42%) and adventurous (40%).
Aisle explorers are also most likely to be fans of horror movies (46%) and consider themselves introverted (37%).
“It’s always interesting to see what the current habits of shoppers look like — especially as the world opens back up following the pandemic,” a Kroger spokesperson says in a statement. “Regardless of our own individual preferences when we head out to the grocery store, it’s great to see that folks are taking an interest in their health and wellness and that customers are utilizing healthier options at the store.”
Health boon of 2021
Regardless of shopping preference, more than two in five respondents have tried to focus on eating healthier since the pandemic began. For more than one in three, that has meant an increasing importance on vegan, vegetarian, and organic products.
“As grocery shopping evolves, we hope to continue to be a resource for those looking to improve their diets,” the spokesperson adds. “No matter how you shop, there are options available that work for everyone.”
Self-checkout reduces shoppers from comparing purchases thus reducing sales. An inference based on counter-intuition.
That’s three out of five grocery shoppers.