Mars predicts grocery shopping will become increasingly bifurcated with automated systems repurchasing household staples while brick and mortar and e-commerce drive discovery through immersive experience.
“Imagine a world where you never have to think about restocking your pantry again. Your essentials seamlessly replenish before you even realize you’re running low. You get personalized shopping recommendations that suit your lifestyle. And when you do go to the store, it’s no longer out of necessity – it’s a destination for fun and exploration,” Mars says in its Future of Snacking Shopper Journey report published Oct. 6.
Mars in partnership with global data consultancies Kantar and Synthesis analyzed more than 180,000 data points across four continents to determine how technology is shaping the shopping experience. From this analysis, Mars identified three consumer shopping preferences: effortless, personal and experiential.
Breaking down AI-influenced shopping habits
Consumers’ preference for effortless shopping via agentic technology and “handing off the boring decisions – reorders, price checks, comparisons” to systems they trust could create a $788 billion in spending influenced or generated through AI-powered commerce, according to Mars.
Personalization is the next consumer preference Mars identified – which 39% of consumers expect from their online shopping, according to data from global insights company TransUnion.
Curated shopping lists are likely to be health-led, especially as mobile apps for broader wellness needs are expected to increase 15% annually by 2030, per Mars’ research. From a snacking perspective, Mars predicts AI-powered product recommendations to create customized lists for consumers’ desired occasions, from protein-forward to indulgences.
As agentic technology creates an effortless and personalized shopping experience, consumers are drawn to experiential destinations to drive trial and discovery in brick and mortar or e-commerce, Mars says.
Immersive brand spaces are growing 15.3% year over year, while livestream shopping captures 22% of consumers, according to global digital marketing consultancy eMarketer. The rise of experiential retail indicates a possible shift toward designing these spaces through an entertainment lens.
An example of an immersive, entertainment-forward retail experience is showcasing viral trends and expanding the shopping experience across social, gaming and streaming platforms, Mars said.
How to stand out to AI agents: Think like or beyond the AI agent
To stand out out among competitors, retailers are increasingly embracing technology to improve operations and marketing.
Logistically, AI can help retailers ensure products are stocked, replenished and priced appropriately, which is useful for high-traffic shopping, like holidays, responding quickly to shifts in weather or reducing waste.
In the age of generative engine optimization (GEO) where AI agents scrape the internet for the answer to consumers’ specific questions, retailers and brands must look at ways to show up at the top of these automated lists. Roughly a third (34%) of all shoppers use AI to search for products and compare prices, and more than half (55%) of Gen Z shoppers use AI tools in brick-and-mortar locations, according to Circana.
For brands and retailers, standing out to consumers seeking convenient, personalized and immersive experiences means having clean and structured datasets that can be easily interpreted by AI agents, as exemplified with Chobani’s growth in AI referrals and e-commerce sales.
Rather than fluffy marketing copy, experts suggest including explicit details (i.e. daily deals, calorie content, nutrient content, etc) across web platforms – from including copy on FAQs and blog posts to influencer content and social media.
