Smart shopping - from overstimulation to the shopping experience

Despite having our shopping lists to hand, 70% of our purchase decisions are still made in the supermarket. Most of the time it is pure emotion that controls these decisions. It is therefore important that we approach our shopping in an organised way.

A visit to the supermarket is often a sensory overload: lights, colours, advertisements and offers lure us into making unnecessary purchases. In order to make sure that your next shopping experience is a positive one, rather than an overwhelming chore, we have summarised the most important aspects below.

The fridge will be empty soon. The family is coming to visit this weekend. I only ate junk food again this week. These scenarios are all too familiar for many. Nevertheless, we usually rush back into the supermarket without preparing ourselves and make the same mistakes, over and over again.

So what is the best preparation for a supermarket trip?

When life gets busy or stressful, we often have to make quick trips to the supermarket because we have forgotten something like eggs or milk. But then when we get to the checkout, we put eggs, milk, and a bar of chocolate on the conveyor belt.

How can we prevent these frequently occurring situations? The first tip: Write a shopping list!

Take the time to regularly write down what you need for the time ahead. It’s best to have your list handy so that you can add to it as soon as you think of something. The ‘Notes app’ on your smart phone is ideal for this purpose. Meal-Prep takes care of food for the week as well as your shopping list

Get foldable bags that you can store in your car or in your pocket to reduce the amount of bags and plastic waste. Foldable bags are usually found in supermarkets at the checkout.

Make a point of putting less packaged food into your trolley. Fruit and vegetables can be put in the trolley without a bag. Their natural skin protects them sufficiently. Your wallet and the environment will thank you for it.

If you can, do your grocery shopping either first thing in the morning, or in the evening, just before the supermarket closes. You will avoid the hustle and bustle, have enough time to deal with your shopping and make your shopping a relaxed activity. If it is not possible for you to shop at these times, it is not the end of the world – try not to let the hustle and bustle disturb you and actively work on remaining calm.

Go shopping when your stomach is full. Impulse buying is often intensified by feelings of hunger, especially after exercise or before dinner. You reach for convenience and junk food faster because you want to satisfy your hunger as soon as possible. Also avoid shopping when tired. Your full, satisfied self will make better decisions.

Have you ever noticed how many shopping trolleys get lower at the back? Your products roll to the end of the trolley and it seems as if you haven’t put much in the trolley yet. This encourages you to keep on filling the trolley.

If your shopping list is not too long, then opt for a basket and notice how its weight increases. This prevents you from buying items that are not on your shopping list.

• Relaxed music playing in the shop? This slows you down and encourages you to buy more.
• Lively music playing? This makes you reach for colourful, attractive finished products.
• Rough ground and obstacles in the aisles? These are used to slow you down.

Pay special attention to your surroundings the next time you shop. You will become aware of how you are influenced and you will avoid making bad shopping decisions.

Cheap food can usually be found on the lower shelves. Large, well-known brands pay supermarkets to put their products on the middle shelves, at eye level.

Become the Sherlock Holmes of reading labels. Do you rotate the product whilst shopping and take the time to read the back? Our Clean Eating Guide will help you get a feel for healthy eating and the right foods.

You learn what you are putting into your body and consume less additives like sugar and salts. Still unsure whether you are actually avoiding ingredients or overlooking intolerances? Upfit nutrition plans ensure just that!

Behind many no-name products are brands. You can compare the place of manufacture or use the internet and guides. Don’t be fooled and save money!

Every now and then, take more time for your shopping and discover new products. You will learn more about food, and will be inspired to experiment with new ingredients, adding variety to your diet.

Do you always look for the perfect shaped fruits and vegetables? Small or wonky varieties usually fall by the wayside, and are then thrown away sooner or later. So reach for the outsiders, it makes no difference to the taste and the nutrients are the same! Are you unsure what nutrients you need? Our BMI calculator can help you with this.

Now you’re on your way to the cash register. Take one last moment and dare to look in your basket. Do you see more than 3-4 different colours? And little packaging, at most 20% of your purchase? Great, a successful purchase!

If you want to make sure that you are buying regional, seasonal and fresh produce, then visit a weekly market near you. You can talk to sellers, ask questions and avoid unnecessary packaging. It doesn’t get any fresher or more informative!

Silberer, G. (2013). Kaufentscheidungen und Kaufhandlungen am Point-of-Sale – Ein Überblick sowie Stand der Forschung und neuere Befunde. In: Handel in Theorie und Praxis, 69-95.