Grocery shopping Now a Source of Stress for Nearly Half of Americans, New Survey Finds
NEW YORK - A new survey reveals that nearly half of American consumers (49%) view grocery shopping as more than just a chore – they consider each purchase an “investment,” leading to increased stress over decision-making. the study, commissioned by Traditional Medicinals and conducted by Talker Research between July 22 and July 25, 2025, among 2,000 Americans, highlights a growing trend of conscientious consumerism.
The research indicates shoppers are increasingly focused on value beyond price, with 43% prioritizing items that improve wellbeing, 34% seeking long-lasting products, and another 34% favoring those with extended shelf lives.
Trust in brands (29%) and ingredient clarity (19%) are key factors influencing perceptions of product quality. However,respondents are also actively seeking items that are enduring,purpose-driven,and ethical.
This deliberate approach to shopping isn’t quick. 42% of respondents stated the time spent considering purchases is worthwhile provided that the decisions align with their personal best interests,and 30% feel it’s justified if it provides peace of mind.
The commitment to ethical and sustainable choices is important: consumers are willing to pay, on average, 39% above retail price for products with certified ethical and sustainable credentials.
“Shoppers have told us they view their purchases as an investment, and want to make the ‘right’ choice, but they’re often faced with overwhelming options,” saeid Horst, a spokesperson for Traditional Medicinals.
The survey also points to a gap in consumer awareness regarding certifications beyond well-known labels like “organic” and “Fair Trade,” with fewer familiar with standards like ”FairWild” and “Fair for Life.”
“Third party certifications like Fair for Life and FairWild give people the confidence that their purchase supports fair wages, safe working conditions and environmental stewardship - without having to research every detail themselves,” Horst explained. “When consumers see a trusted certification, it’s like a shortcut to feeling good about their decision.”
