When Gen Z shops for olive oil, they’re not making informed choices—they’re navigating confusion. Faced with overwhelming options and unclear cues, many default to the cheapest or most familiar product, turning a high-involvement category into a low-confidence decision.
In partnership with Filippo Berio, we studied Gen Z’s real path-to-purchase at Kroger using interviews, in-store observation, digital audits, and surveys. The research uncovered the shortcuts, misperceptions, and “good enough” heuristics driving behavior—not just what shoppers say, but what they actually do.
We translated these insights into shopper clusters, decision trees, and a redesigned planogram that simplifies the aisle around use cases and cognitive ease. By replacing abstract claims with clear guidance and intuitive cues, the new approach makes better choices—and trade-ups—feel easier and less risky.
This session demonstrates how a behaviorally informed, category-first approach can transform a confusing shelf into a decision environment that works better for shoppers, retailers, and brands alike.
Presented By: David
Raska, Northern Kentucky University, with researchers from Filippo Berio and Kroger