AI-native research agency Knit released findings from new research on Thursday conducted in partnership with CPG company McCormick examining how modern grocery shoppers define value and navigate trade-offs in the grocery aisle. The research found that while price matters, it is only one part of a broader “value equation.” The results suggest brands and retailers that focus exclusively on price may be overlooking the factors that ultimately drive purchase decisions and long-term loyalty. “The modern shopper’s value equation is all about situational optimization. These findings suggest that what shoppers value most often depends on context rather than category or income alone.