As consumers, especially younger generations, grow accustomed to having their needs met at a rapid pace, Ahold Delhaize USA is seeing shoppers be less loyal to specific brands.
In an interview with PYMNTS, Bobby Watts, SVP executive lead at the grocery giant’s AD Retail Media arm, spoke to how both the current economic climate and the rise of digital are eroding grocery shoppers’ loyalty.
“They’re not as brand loyal as they used to be. … I think it’s [because of] two things. I definitely think that economic pressures are causing consumers to make choices … based on price or promotion or value,” Watts said. “But we also see … the younger generation has grown up in a world where everything is instantaneous, and things are moving at such a fast pace, that they’re willing now to experiment more and test different brands, whereas the other demographics may not be as apt to do so.”