The Value of the Plus-one Purchase

Easing inflation is making headlines, but consumers remain challenged by high prices. In this Fresh Pulse episode, Jonna Parker, principal of Circana’s Fresh Center of Excellence, and Anne-Marie Roerink, president of 210 Analytics, discuss consumer behavior, macroeconomic challenges, and why plus-one purchases are undervalued.  

Highlights: 

• Consumers are on the hunt for deals and will shop across multiple stores to find them. While trips were up, baskets were down around five units per trip in June 2023. 
• Consumers’ value of their time has rebounded since the pandemic. As a result, hybrid meals are now the norm, with consumers leveraging freshly prepared retail options, restaurant offerings, and pantry staples to pull together meals.
• Bakery items epitomize the value of a plus-one purchase, as consumers look for affordable items to brighten lunchboxes, reward small accomplishments, or elevate meals. Retailers should encourage extra purchases through their apps.