80�NOVEMBER / DECEMBER 2025 ABASTO.COM By Hernando Ramírez-Santos T he arrival of a new baby or pet fundamentally reshapes a hou- sehold’s grocery shopping habits, infuencing everything from product discovery to the contents of a shop- ping cart, a new study reveals. A recent Consumer Digest edition from Kroger Precision Marketing, powered by 84.51°, surveyed shoppers to better understand these major life changes and how they are spending with their newest and furriest family members in mind. Te study explores how this life events infuence shopping trips, how households discover products, and what factors are most crucial in their purchasing decisions. THE EVOLVING GROCERY SHOPPING HABITS OF NEW PARENTS For today’s parents, the study found convenience and value now go hand in hand. New parents gravitate toward one-stop shops that provide everyday low prices on essential items, which directly infuences their grocery sho- pping habits. Furthermore, afordability ranks as the most important factor when sho- pping for both baby food and diapers. While price remains paramount, other attributes like guaranteed leak protec- tion for diapers and age-appropriate formats for baby food also play a sig- nifcant role in purchasing decisions. Welcoming a baby changes more than just baby-related purchases; it transforms the entire shopping cart. How Babies and Pets Reshape Family Grocery Shopping Habits Parents are increasingly buying more than just diapers and formula. Te study highlights a substantial boost in purchases of fresh produce, yogurt, cleaning supplies, and everyday sta- ples like eggs and paper towels. Over half of the surveyed shoppers reported an increase in purchases of fresh fruit, fresh vegetables, yogurt, soap, hand sanitizer, and cheese after a baby’s arrival. Household items like cleaning products, laundry detergents, and paper towels also saw a boost in sales. Shoppers fnd promotions and coupons are a powerful motivator to combine baby and non-baby purcha- ses. In fact, 81% of shoppers stated that sales, promotions, or coupons on baby items would encourage them to buy both baby and non-baby products from the same retailer. Additionally, 58% of shoppers say cross-promotions for baby and non- baby items drive them to purchase both product types at the same store. Tese ofers clearly shape their pur- chasing decisions and overall grocery shopping habits. FOOD INDUSTRY