【2026 Shopping Behavior Survey】 New Norms in Store Selection: From 'Price & Proximity' to 'Time Performance & Experience'
According to the '2026 Shopping Behavior Survey' conducted by Impact Field, consumers' criteria for store selection are shifting from 'price and proximity' to 'time performance (efficiency) and experiential value.' This survey provides crucial insights for the marketing strategies of retailers and manufacturers.
📋 Article Processing Timeline
- 📰 Published: April 24, 2026 at 17:30
- 🔍 Collected: April 24, 2026 at 09:01
- 🤖 AI Analyzed: April 24, 2026 at 09:17 (15 min after Collected)
Impact Field Co., Ltd. (Headquarters: Minato-ku, Tokyo; President and CEO: Kiyoto Sagahe; hereinafter 'Impact Field'), a consolidated subsidiary of Impact Holdings Co., Ltd. specializing in field marketing, conducted the '2026 Shopping Behavior Survey' targeting 554 registered staff members of its job introduction site 'MediF'.
Amid ongoing price hikes, it has become clear that consumers' store selection is shifting from a sole focus on 'price' to emphasizing 'Taipa' (time performance), which means time efficiency, and 'emotional value,' which seeks a pleasant shopping experience. This survey provides important insights for the future marketing strategies of retailers and manufacturers.
Survey Results Summary
Point 1: Shopping is a '3-4 times a week' life routine. Loyalty is key precisely because it's a daily touchpoint.
Point 2: Store selection criteria shift from 'proximity' to 'Taipa.' 'Bulk buying' needs, where multiple items are purchased at once, support supermarkets.
Point 3: From 'buying' to 'spending time.' The era of 'emotional value,' where fast checkout and quality customer service create a desire to 'come again.'
Unchanged '3-4 times a week' shopping routine. Loyalty is key precisely because it's a daily touchpoint.
The survey on shopping frequency revealed that '3-4 times a week' was the most common at 37.0%, reaffirming that shopping is a crucial routine integrated into many consumers' daily lives.
Especially for continuously needed food and daily necessities, regular store visits are formed due to needs such as utilizing special offers and purchasing fresh products. This indicates that for the retail distribution industry, it is a stable point of contact with consumers, and how to turn these daily visitors into fans (loyal customers) of their own stores is key to continuous growth.
Store selection criteria shift from 'proximity' to 'Taipa.' 'Bulk buying' needs, where multiple items are purchased at once, support supermarkets.
'Supermarkets' overwhelmingly dominate as the main type of store used, at 82.7%. The biggest reason for this is not merely proximity, but the excellent 'Taipa' that allows multiple objectives to be achieved at once, such as 'ingredients for tonight's dinner, bread for tomorrow morning, and toilet paper too.' The fact that 'extensive product selection (55.4%)' is valued next to 'low prices (65.7%)' also shows that consumers have a strong desire to minimize time and effort. Against the backdrop of an increase in dual-income households, the demand for 'one-stop shopping' will likely grow even further.
Indeed, 'low prices (65.7%)' and 'extensive product selection (55.4%)' were ranked high as important factors in store selection, clearly showing that consumers want to manage their household budgets wisely while saving time and effort. With changes in lifestyle such as the increase in dual-income households, 'time-saving' and 'efficiency' will become increasingly important selection criteria.
From 'buying' to a place that 'satisfies the heart.' Emotional value is the deciding factor for repeat visits.
In terms of store experience, it became clear that 'experiential value' beyond the act of purchasing itself, such as 'checkout speed (54.5%)' and 'polite customer service (50.2%),' is valued.
This indicates that consumers are not merely acquiring goods but are seeking 'emotional value,' wanting to 'shop without stress and feel good.' Especially for commoditized products where differentiation by price is difficult, providing such a comfortable shopping experience can be a decisive differentiator from other stores. Resolving the 'negative experience' of waiting in line at the checkout and providing the 'positive experience' of pleasant communication with staff are powerful motivators for customer re-visits.
Summary: The conditions for retailers to survive tough times are the maximization of '3 Ps.'
This survey revealed that modern consumers evaluate 'Price,' 'Performance' (efficiency and convenience), and 'Pleasure' (experiential value) comprehensively when choosing stores. While price competition intensifies, the retail distribution industry is required to provide comprehensive value that satisfies these three 'Ps.'
We, Impact Field, utilize our nationwide network of approximately 300,000 personnel and field marketing know-how to provide solutions that respond to such market changes.
Improving Efficiency (Performance)
Through regular visits by merchandisers, we prevent stockouts and create attractive sales floors where products are easy to find.
Amid ongoing price hikes, it has become clear that consumers' store selection is shifting from a sole focus on 'price' to emphasizing 'Taipa' (time performance), which means time efficiency, and 'emotional value,' which seeks a pleasant shopping experience. This survey provides important insights for the future marketing strategies of retailers and manufacturers.
Survey Results Summary
Point 1: Shopping is a '3-4 times a week' life routine. Loyalty is key precisely because it's a daily touchpoint.
Point 2: Store selection criteria shift from 'proximity' to 'Taipa.' 'Bulk buying' needs, where multiple items are purchased at once, support supermarkets.
Point 3: From 'buying' to 'spending time.' The era of 'emotional value,' where fast checkout and quality customer service create a desire to 'come again.'
Unchanged '3-4 times a week' shopping routine. Loyalty is key precisely because it's a daily touchpoint.
The survey on shopping frequency revealed that '3-4 times a week' was the most common at 37.0%, reaffirming that shopping is a crucial routine integrated into many consumers' daily lives.
Especially for continuously needed food and daily necessities, regular store visits are formed due to needs such as utilizing special offers and purchasing fresh products. This indicates that for the retail distribution industry, it is a stable point of contact with consumers, and how to turn these daily visitors into fans (loyal customers) of their own stores is key to continuous growth.
Store selection criteria shift from 'proximity' to 'Taipa.' 'Bulk buying' needs, where multiple items are purchased at once, support supermarkets.
'Supermarkets' overwhelmingly dominate as the main type of store used, at 82.7%. The biggest reason for this is not merely proximity, but the excellent 'Taipa' that allows multiple objectives to be achieved at once, such as 'ingredients for tonight's dinner, bread for tomorrow morning, and toilet paper too.' The fact that 'extensive product selection (55.4%)' is valued next to 'low prices (65.7%)' also shows that consumers have a strong desire to minimize time and effort. Against the backdrop of an increase in dual-income households, the demand for 'one-stop shopping' will likely grow even further.
Indeed, 'low prices (65.7%)' and 'extensive product selection (55.4%)' were ranked high as important factors in store selection, clearly showing that consumers want to manage their household budgets wisely while saving time and effort. With changes in lifestyle such as the increase in dual-income households, 'time-saving' and 'efficiency' will become increasingly important selection criteria.
From 'buying' to a place that 'satisfies the heart.' Emotional value is the deciding factor for repeat visits.
In terms of store experience, it became clear that 'experiential value' beyond the act of purchasing itself, such as 'checkout speed (54.5%)' and 'polite customer service (50.2%),' is valued.
This indicates that consumers are not merely acquiring goods but are seeking 'emotional value,' wanting to 'shop without stress and feel good.' Especially for commoditized products where differentiation by price is difficult, providing such a comfortable shopping experience can be a decisive differentiator from other stores. Resolving the 'negative experience' of waiting in line at the checkout and providing the 'positive experience' of pleasant communication with staff are powerful motivators for customer re-visits.
Summary: The conditions for retailers to survive tough times are the maximization of '3 Ps.'
This survey revealed that modern consumers evaluate 'Price,' 'Performance' (efficiency and convenience), and 'Pleasure' (experiential value) comprehensively when choosing stores. While price competition intensifies, the retail distribution industry is required to provide comprehensive value that satisfies these three 'Ps.'
We, Impact Field, utilize our nationwide network of approximately 300,000 personnel and field marketing know-how to provide solutions that respond to such market changes.
Improving Efficiency (Performance)
Through regular visits by merchandisers, we prevent stockouts and create attractive sales floors where products are easy to find.