ABASTO.COM NOVEMBER / DECEMBER 2025�81 Word-of-Mouth and Social Media Shape New Habits With so many products available, new parents and pet owners use a variety of sources to learn about new items. For parents, word-of- mouth suggestions from friends and family are the most influential source, with 71% of parents relying on them for information. Social media posts and communi- ty groups follow at 52%, and reviews on grocery retailer websites come in at 36%. Pet owners also rely on word-of- mouth, but dog owners, in particu- lar, are more likely to discover new products via social media. The study found 31% of dog ow- ners learn about new products on so- cial media, while 35% of cat owners use advertisements as a primary discovery channel. These discovery patterns show that brands must utilize a multi-channel approach to reach new shoppers and influence their grocery shopping habits. PETS INFLUENCE SHIFTING GROCERY SHOPPING HABITS Te focus on family extends beyond hu- man children to include pets as well. Pet owners are also adapting their shopping behaviors, balancing what matters most with where and how they shop. Although many pet purchases still happen in-store, a signifcant portion of pet households now turn to onli- ne shopping. Nearly one-third of pet households report they shop online for dry food, treats, toys, and groo- ming items. When shopping for pet food, pet ow- ners prioritize everyday low prices abo- ve all else, with 64% of shoppers ranking it as the most important factor. Diges- tibility came in second at 57%, followed by brand reputation at 46%. Online shoppers prioritize three main factors: convenience, price, and variety. Pet owners specifcally men- tion the ease of having heavy items like food and litter delivered directly to their homes. Tis highlights a no- table shift in grocery shopping habits toward digital convenience.