• ECONOMY FOCUS Coupons. 2 Free samples. 3 Discounts. Where innovation does work Not all categories react the same way. Snacks, beverages, and sweets lead in both visibility and willingness to try. In contrast, fresh foods such as meat, seafood, and agricultural products gene- rate interest but require more incentives to make it into the shopping cart. The message is clear: perc eived risk va- ries by category, and prices must be adjus- ted accordingly. Snacks Beverages Desserts and sweets Frozen meals 61% 61% 59% 55% Graph 2. Categories with the highest trial of innovation Innovators Are Worth More Price, Visibility, and Trust When consumers want to know more about a new product, they first look at the packaging or turn to word of mouth. That’s why, in addition to price, factors such as clear benefits, perceived quality, and the backing of a well-known brand ca- rry weight. “They’re more expensive, and I don’t want to waste money if my family doesn’t like them,” explained another study participant. In this context, digital coupons, in-sto- re promotions, and strategic locations— headers, seasonal areas, and special dis- plays—become economic tools rather than just commercial ones. Innovation with Clear Numbers The final message is straightforward. Pro- duct innovation encourages new purcha- sing habits, but only when it reduces the consumer’s financial risk. Without the ri- ght price, the novelty is looked at, discus- sed, and left on the shelf. As 84.51° concludes, the innovation that wins is not the most eye-catching, but the one that demonstrates value from the first purchase. 28 • March | April 2026 • abasto.com Main factors that encourage people to buy new products at the supermarket. 1 Households that buy innovations not only try more. They spend more and visit the store more often. According to transactional data from 84.51°: • They buy 12 units per trip , compared to 4 for those who do not try innovation. • They spend $49 per visit , compared to $15. • They visit the store 14 times per quarter , compa- red to 4 visits per quarter. • Well-executed innovation does not cannibalize sa- les: it increases customer value. • Continuation of page 26