LIVONIA, Mich. – In a recent study, Valassis found that 33% of consumers make an effort to buy only (or mostly) organic and natural products. This percentage increases substantially among parents (48%) and millennials (50%), despite the often higher prices. Additionally, 10% of parents and 14% of millennial parents now have meal kits delivered to their homes once a week to help grapple with their increasingly busy schedules.

Retailers and e-commerce brands continue to innovate and advance the grocery landscape – as recently exemplified by Walmart expanding its grocery delivery service to reach 40% of U.S. households. This highlights the importance of understanding how consumers are responding to these changes, shifting their shopping habits and taking advantage of emerging online channels.

“Our [2K18] Coupon Intelligence Report data reinforces that the path to purchase for grocery items is no longer a static and ritual journey. From home delivery services to the growing presence of organic items, emerging channels and trends are changing the way shoppers buy, and in turn, how brands reach and activate their target audiences,” said Curtis Tingle, CMO of Valassis, in a press release. “Consumers are increasingly looking for convenience and unique shopping experiences, as well as deals and coupons.”

The study found that when shoppers are planning grocery trips, coupons are extremely influential, with 81% of consumers searching online for coupons. Eighty-seven percent find coupons in print sources such as newspaper coupon books or mail, while 73% download paperless discounts onto their store shopper/loyalty app.

Beyond savings, other key motivators for grocery store selection include a one-of-a-kind shopping, with 36% of shoppers seek stores that provide a unique or special experience. Fifty-five percent of shoppers try to shop at local stores.