The Grocery Store Social: Impacts of Media on Shopping Habits

By Sammy Harris

At this point, we are all very aware of the impacts of social media—comparison, inspiration, and everything in between. One aspect that has become more obvious in the past few years is grocery store culture. Yes, you heard that right. If you grew up anything like me, the grocery store was a place to be dreaded. It meant nearly crawling behind my mom as she took what felt like an hour to pick up a few items—all of which had to be the same brands that she and her generations of relatives were raised buying.

Scrolling through social media lately has seen an influx of grocery content, almost making it look like a fun outing. So, what changed? Well, it’s likely that a few different things have changed the way we consume (social media and food).

Food Bloggers, Influencers, and Reviewers: The emergence of food bloggers, influencers, and reviewers on social media has made waves in the way we perceive and experience the shopping experience. They somehow take a mundane task and transform it into an interactive experience before, during, and after. So many influencers have glamorized the process of making a list, browsing the endless aisles, and giving intricate reviews of the latest Trader Joe’s seasonal snack. They’re putting people onto brands with little to no past recognition, encouraging an immediate buy, and overall building anticipation around going to the same grocery store that they go to. If you’re mentally digging for an example of this, I’m thinking of any to-go food from Erewhon—it seems like every influencer on TikTok has dedicated $17.00 to the Hailey Bieber smoothie (which I’ve heard is great, by the way).

Food aesthetics and trends: Social media has become a visual haven for food aesthetics and trends. From planned food photography to impromptu snaps before the first try, the aesthetics of food have enticed many to try cooking something new. Of course, cooking and shopping are a little more appealing when they look like a piece of art. Remember the sourdough craze? Or the obsession with acai bowl making? Well, they definitely gave people a little shove to buy something they wouldn’t normally and to grab the car keys right at that moment.

Health and Wellness Trends: The emphasis on health and wellness trends has definitely influenced grocery store culture. Social media shows us any and every food trend imaginable—plant-based diets, gluten-free options, veganism, and a million more. These forms of health and wellness have the power to push someone toward one store or another. All organic probably means a trip to Whole Foods, whereas a gluten-free focus will likely draw someone to Safeway. If it weren’t for social media featuring these trends, we’d likely stay close to the stores and brands we know best. Features of these specialty products and diets can sometimes make us feel like we need to choose one trend or another before moving onto the next.

All in all, social media has changed the grocery store game. Although it may seem odd, there’s no real problem in turning a boring task into an excursion. Finding a little grocery joy and inspiration on social media might hurt your bank account a little bit, but it’s a small price to pay to keep it exciting!