Just 24 per cent of grocery purchases are habitual, with the remaining three quarters new, lapsed or occasional, according to new data from Tesco Media.

Tesco Media and Insight Platform is a partnership between the UK’s largest grocery retailer and data science company dunnhumby.

The figures come from a study conducted by Tesco in partnership with independent consultancy MTM, called Moving Mindsets, which analysed more than 7,000 shoppers at the supermarket.

The study finds that 71 per cent of consumers enjoy discovering new brands while shopping, while a further seven in 10 shoppers make final decisions about what to buy during their shop.

The research also reveals that more than 50 per cent of shoppers discover new products before they even begin a shop, while a similar number do so during their shopping trip.

According to the report, people move fluidly through different moods and mindsets during their shopping, with 78 per cent changing mindsets at least once, experiencing 2.5 mindsets on average.

Just over half switch from ‘functional’ to ‘emotive’ mindsets at some stage during their shop, proving that even focused shoppers can be inspired to try new products.

“The supermarket isn’t just a place where decisions are finalised; it’s a place where they are formed," said Stacy Gratz, sales and marketing director, Tesco Media. "Moving Mindsets contradicts the popular assumption that people walk into a supermarket with their minds made up and a list ready to tick off.

"Instead, this research shows that shoppers are curious, eager to discover new products, and open to inspiration throughout their journey."

Earlier this week, Tesco pledged to hold prices on more than 3,000 branded products as part of a new low prices scheme.

The supermarket said bringing brands into its price commitment will offer customers greater reassurance on costs.

It added that the scale of the freeze is significant, covering three times more brands than previous price commitments.

The new scheme sits alongside Tesco’s existing Aldi Price Match on more than 650 lines and over 10,000 Clubcard Prices, which the retailer said underscores its focus on value.

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