Are you a victim of supermarket psychology?

Did you know that we spend less when we shop in a counter-clockwise direction?

Did you know that most supermarkets put the fruits and vegetables at the shop entrance so it gives consumers the illusion of freshness, healthy foods and a relaxed atmosphere? Did you that two of the most commonly purchased items, milk and bread, are usually at opposite ends of the supermarket which encourages consumers to walk the entire length of the store?

Did you know that most supermarkets put the fruits and vegetables at the shop entrance so it gives consumers the illusion of freshness, healthy foods and a relaxed atmosphere? Did you that two of the most commonly purchased items, milk and bread, are usually at opposite ends of the supermarket which encourages consumers to walk the entire length of the store?

Here’s a bit of an insight into supermarket psychology…

The products at the end of each isle are considered prime real estate for many food manufacturers, who often pay a hefty premium (up to $1000000!) for these spots. End of aisle product stands are known as “doors to the aisle” as they serve as a gateway to lure consumers in. Moreover, the most popular products are usually placed in the middle of the isle, so consumers walk past hundreds of other products to get to these (increasing the likelihood of an impulse purchase). Manufacturers also pay a premium for shelf position, with eye-level products racking up the highest bills.

As well as this, the more exotic and expensive fruits and vegetables (like berries and avocados) are often placed on the outskirts of the fresh foods section, and the more mundane produce is placed towards the back (like onions and potatoes). This increases the likelihood of consumers buying more expensive produce.

Supermarkets are like well-oiled machines. Everything from aisle width to music choice has been comprehensively researched and meticulously planned. After all, the goal of the supermarket is to get you to spend more money! To combat this and avoid falling prey to clever supermarket psychology, you need to keep your wits about you.

Here are some tips on how to be a savvy and smart shopper:

1. Always shop with a list – Plan your meals, and make a list. We are more conscious about our choices when we have a list, and this limits impulse purchases.
2. Check generic brand alternative – Compare branded foods such as flour, milk, and oats with generic foods which are often just as good and half the price!
3. Don’t go shopping if you’re stressed, sad or angry – This increases the likelihood on purchasing unnecessary and unhealthy convenience foods.
4. Avoid buying ‘pre-prepared’ foods such pre-packaged lettuce and pre-diced chicken – These foods are far more expensive than the unprepared foods, and they are an unnecessary expense.
5. When you can, use a basket/green bag instead of a trolley – Once an item is in your trolley, we are unlikely to take it out.
6. Never shop on an empty stomach! We have all fallen victim to this one. Whenever possible, eat before heading into a supermarket and you will considerably reduce the chances of making hasty and poor food choices.
7. Stick to the periphery– Most of the fresh produce is located around the periphery, which is where most of your food should come from.
8. Look up and down – Don’t just look at the shelf in front of you, often cheaper alternatives will be on the top of bottom shelves.
9. Shop during off-peak times – There is more choice, less noise and a more relaxed atmosphere during off peak periods.
10. When you can, avoid the supermarket altogether! Opt for farmers markets, fruit and vegetable grocers, local butchers, and co-ops when you can.

As most of our supermarket purchases are habitual, we tend to make unhealthy grocery choices mindlessly. Implement the above suggestions when you can, and remember that you have a choice to change your habits!