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Understanding Unplanned Purchases: Insights from Breda University

As the world gears up for World Food Day on October 16, 2026, a fresh study from Breda University of Applied Sciences (BUas) challenges the widely accepted notion that shopping on an empty stomach leads to increased unplanned purchases. Instead, the research suggests that the reasons behind shopping activities play a more crucial role.

The Research Process

The study, led by Sait Durgun, a researcher specializing in the Leisure and Events sector, analyzed the shopping behaviors of 323 individuals in a supermarket setting. Over 3,800 individual items from their receipts were scrutinized, while participants rated their hunger on a scale from 0 to 10 immediately following their shopping experience.

Findings: Hunger Doesn’t Drive Purchases

Surprisingly, the overarching conclusion revealed that hunger had a minimal impact on unplanned purchases across entire shopping baskets. The only exception to this rule was seen in the snack and sweets category; a one-point increase in hunger was associated with a 9% rise in unplanned snack purchases. This highlights the idea that while hunger can influence certain categories of purchases, it is not the sole driving factor for unplanned buying behavior.

Age Factor: Experience Over Hunger

Age emerged as another significant variable. The study found older shoppers, specifically those aged 55 and above, reported the highest levels of hunger but exhibited a lower tendency for unplanned purchases. This suggests that with age often comes experience and self-discipline, enabling older consumers to resist the allure of impulse buys despite their physical appetite.

Shopping Purpose Takes Precedence

The most striking finding was the influence of shoppers' intentions when entering the store. Those who ventured in for a casual browse made unplanned purchases a staggering 69% of the time, while those on a routine grocery mission only committed to spontaneous buys 24% of the time. This nearly ninefold disparity emphasizes the importance of having a clear shopping agenda.

Durgun succinctly states, "What you plan to do before entering the store may matter more for unplanned purchasing than how hungry you are." This challenging revelation proposes a reassessment of traditional shopping advice that suggests consumers should never shop on an empty stomach.

Possible Implications

The findings could prompt retailers and marketers to rethink their strategies around in-store promotions and the placement of snack items. Instead of catering solely to the concept of shopping hunger, retailers might benefit from focusing on the customer’s shopping intent. By understanding shoppers' motivations and purpose, they can create tailored marketing approaches that resonate more effectively with customers.

Conclusion

As light is shed on the nuances of consumer behavior, it’s essential for both shoppers and businesses to recognize the psychological and emotional factors at play. Whether it is hunger or shopping intent, the ability to understand these drives could change the landscape of shopping behaviors significantly. The study urges consumers to evaluate their shopping motivations critically and recommends a more intentional approach to grocery shopping.

In summary, it is not merely the pangs of hunger that lead to impulsive purchases but rather the purpose behind shopping that counts.

For more insights, explore the full research at the BUas Research Portal.