Routine grocery shopping is projected to move into the background as AI handles repeat purchases

Buyer behaviour

Reader Note:: This is Mars's own forward-looking summary of its study, not an observed market measurement. The news and podcast content behind it was collected from January 2024 through December 2025. The report does not state a quantified share of shoppers expected to automate purchases, or how the prediction model weighted each input.
Evidence:: Modelled / projected
Vendor interest:: High — This comes from a company with a commercial interest in this market, so it is not a neutral source.
Sample:: More than 180,000 global data signals across four continents, including 11 stakeholder and shopper/channel expert perspectives, 30+ prior research reports, 91,500 channel publications, 79,300 shopper publications, 4,999 curated consumer and channel podcasts, and 150+ drivers of change; English-language news and podcast content collected with no location filters.

Good for

Planning with a rough expectation, and sanity-checking your own assumptions.

Reporting as what happened. This is what a model expects, not what anyone counted.
This comes from a company with a commercial interest in this market, so it is not a neutral source.
Nobody counted this directly — it's a calculation. The publisher worked it out itself, or took the ad platform's word for what its ads achieved.

Gemini and ChatGPT lead AI shopping research in the U.S.; 64.0% of AI shoppers use two or more assistants

Share of AI shoppers using each AI assistant in the past 90 days
Assistant used in the past 90 days	Share of AI users (%)
Google Gemini	63.5%
ChatGPT	60%
Amazon's shopping assistant	27.5%
Walmart's shopping assistant	22.5%
Microsoft Copilot	22.4%

89.9%

of AI users on the online-shopper trend base said they verified the assistant’s recommendation before buying

60%–90%

of consumers’ value perception was explained by price perception across multiple subsectors in Deloitte’s regression analysis

Our Substack turns the data behind these cards into full breakdowns: what changed, why, and what to do about it.

38%

adoption increase in older populations after Dubai Smart ID used a calming tone and simpler biometric explanations in 2021

Only 36% of Gen Z call themselves price-conscious, vs 40% of Millennials, 45% of Gen X and 55% of Boomers

Share of each generation who describe themselves as price-conscious
Generation	Share who describe themselves as price-conscious (%)
Gen Z	36%
Millennials	40%
Gen X	45%
Baby Boomers	55%

86% of both Gen Z and Millennials say a smartphone is their most important device