Sampling Returns to Costco-Are Shoppers Ready?

Grocery retail has experienced one of the biggest transformations during the pandemic. From making sure the shelves stay stocked to implementing new safety protocols, they’ve had to pivot quickly to keep ahead of curve. One indicator that retailers are adjusting to the new normal is Costco’s return to in-store sampling. We all know that Costco’s sampling program is a staple of their shopping experience and often it’s seen as the shopper’s meal replacement. But are consumers ready to go back to sampling in all grocery stores?

Yes, a majority are.

Today, more than 64% of consumers across the country said they would try a sealed sample in store (assuming the demonstrator was properly protected and the sample was actually sealed) Starting in May, Mission Field conducted a national online study each month and we were surprised how many people were willing to try samples in-store. Between June and July, confidence started to decline as parts of the country were experiencing a resurgence in Covid cases. But in August, consumers are starting to feel more comfortable again.

But beyond Costco, retailers are hesitant to bring back sampling.  As of mid-August, many of our retailer partners continue to have sampling on hold for now. They consider it more of a nice-to-have than a must-have.

Despite this trend, Mission Field has developed creative new approaches to achieve the desired outcomes of sampling in our retail testing. We’re still actively testing new products on store shelves and supporting these products through new tactics like “digital demos” to drive trial and recruiting consumers to conduct our in-store research versus intercepting in-store.

If you want to learn more about our extensive in-store testing capabilities, please reach out directly to julieb@mission-field.com