Consumer Buying Behaviour in Food Industry

The way people buy food today has nothing to do with how they bought food five years ago. Yet most strategies still assume they do. We still talk about price sensitivity. Brand loyalty. Foot traffic. Promotions. And sure — those things matter. But they’re not the whole picture anymore.

Today’s food shopper is scrolling, swiping, tapping. They're navigating offers, stories, timers, quizzes, AI-curated bundles. And they’re doing it all while waiting for their latte or walking their dog. They expect their grocery app to feel like TikTok. They want recipe ideas before they want a discount. 

According to Food Tech & Retail Engagement Report, brands that use in-app messaging and visual content see:

• +47% user engagement
• +27% retention
• +81% longer user lifetime

Let’s break down what’s actually driving consumer buying behaviour in the food industry — and what you, as a marketer or product lead, need to take seriously right now.

Digital Convenience and Consumer Buying Behaviour in the Food Industry

Buying food used to be a routine. Walk in. Grab the list. Maybe get tempted by a promo on the endcap. Done. Now? That same customer opens an app. Gets hit with a full-screen story showing a recipe for vegan curry. Sees a promo code. Plays a gamified wheel. Adds ingredients to cart. Checkout in 2 minutes. No human contact.

According to InAppStory’s data:

• Apps using 6–10 in-app messages per week saw the highest average session durations
• Gamified elements increased app session time by 7.4x
• Quizzes and recipe stories had some of the best engagement-per-touchpoint rates

Translation? If your customer’s decision happens inside a mobile app — and your app doesn’t offer real-time, relevant experiences — you’ve already lost them. Food isn’t just about food anymore. It’s about how it’s offered. And where.

Personalization Is Now the Heart of Buying Behaviour in Food Retail

It used to be enough to send out a promo and call it a day. Now? If you’re not tailoring the message to the person, the time, and the context — you’re background noise.

The report shows:

• 90% of food retail marketers say they use personalization.
• But only 48% go beyond basic data like name or age.
• Those who do it well see 3.4x more engagement and 6% better 30-day retention.

Here’s why this matters: food isn’t just functional. It’s emotional. What people buy depends on mood, habits, time of day, even the weather.

• A parent shopping at 6 PM isn’t looking for a recipe. They want fast solutions.
• A health-conscious user in January? They want meal plans, not cookies.
• A loyal app user? Show them offers they’ve actually used — not just what's in stock. Learn more about the most direct cause of customer loyalty. 

📌 Personalization is what turns a generic app into a trusted helper. It’s not just good marketing. It’s expected now. And if you're not delivering that, someone else will — likely with better UX and fewer clicks.

Emotional Drivers Behind Consumer Buying Behaviour in Food Apps

Yes, people need to eat — but the why behind each purchase is rarely that simple. What’s in the cart often reflects a feeling, not just a need. This is where food brands get it wrong. They focus on price. Or variety. Or logistics. But they miss the emotional layer that actually drives behaviour.

So, what emotions shape buying?

1. Comfort: After a long day, a familiar meal feels like control.
2. Curiosity: A new recipe or exotic ingredient sparks interest.
3. Guilt: Health goals push people away from snacks — or toward them, depending on mood.
4. Joy: Cooking for others or discovering something fun in the app adds a sense of play.

And here’s where it gets interesting: these emotions aren’t just invisible forces. They can be influenced. Quizzes, recipes, story formats — these are emotional cues. A quiz like “What kind of weekday cook are you?” builds self-reflection. A gamified wheel with bonus points feels like a win. A story with a warm, hearty recipe brings up memories — and a desire to act on them.

That’s what good in-app content does. It reaches people where they are — emotionally. Not everything needs to be personalized with AI. Sometimes, it just needs to feel human.

How Technology Redefines Consumer Buying Behaviour

Here’s the truth: we’re no longer in the food business — we’re in the attention business. The platforms that win are the ones that meet users at the right moment, in the right way, with minimal friction. Let’s look at what’s actually working.

Gamification = longer sessions

Food apps that use games — even simple ones — see major results.
 

According to the report:

• Gamification increases app session time by 7.4x
• Players spend 2.8x more
• Retention rises 1.8x in the first 7 days

But here’s the catch: it only works when integrated properly. Drop a random game into a checkout screen and it feels like a gimmick. But tie it to loyalty points, rewards, or product discovery? Now it’s useful.

In-app messaging = better timing

SMS and email still have a place. But they’re easy to ignore.
In-app messages — full-screen tips, reminders, promo banners — get seen in context.

That’s the difference. Right message. Right place. Right moment.

AI = efficiency, but not trust (yet)

AI helps suggest products, clean up catalogs, and sort preferences. But users are still unsure. The report found that 30% of users are uncomfortable with AI in personalization. That’s an opportunity.

Brands that are transparent about how they use AI — and show its value without hiding behind it — will gain trust faster. Don’t just say “Recommended for you.” Say why. Show the logic. Be honest. That earns more than automation ever will on its own.

Consumer Buying Behaviour in the Food Industry Is Measurable

Consumer buying behaviour in the food industry has changed. It’s faster, more emotional, more digital. And it’s not hidden. The signals are everywhere:

• How long someone scrolls through your recipe suggestions.
• Where they drop off in the order process.
• What kind of content they tap, skip, or save.

This is measurable. Trackable. Optimizable. But only if you’re looking in the right places — in the app, not just in the spreadsheet.

Too many brands still market like it’s 2015: seasonal flyers, generic emails, wide-net discounts. Meanwhile, newer players are building loyalty with custom games, real-time offers, and personalized story formats that meet users inside the moment.

So ask yourself:

• Are you still optimizing for open rates, or for in-app engagement?
• Are you designing messages, or designing behaviours?
• Are you pushing products, or guiding decisions?

In a market this crowded, the food itself is no longer the differentiator.

Experience is.
Timing is.
Understanding the person behind the purchase — that’s everything.

And the brands that win? They’re just better listeners.