Q2 2026 RRD Consumer Research: In-Store Tech, Functional Foods, Direct Mail Dynamics

9/17/2026

This is a quarterly look into RRD’s Awareness-to-Action (A2A) Study, a proprietary consumer survey fielded in partnership with Prosper Insights & Analytics. Since 2020, we’ve leveraged a large national sample totaling over 55,000 respondents to track how shifting macro trends and various media channels influence modern shopping behaviors and cost-saving strategies. Ultimately, we run this study to give retail, grocery, and CPG leaders the insights they need to optimize their media mix — and turn consumer sentiment into direct brand action.

Today’s readout is based on a June 2026 survey of 1,808 U.S. consumers. The research identifies how shoppers blend physical media, in-store mobile tools, and functional wellness priorities into their shopping routines.

Study highlights and key metrics

• Mail engagement: 73% of consumers interact with direct mail advertisements
• Deal retention: 82% of mail package readers save interesting ads or coupons for a week or more
• Functional wellness: 51% of respondents now consume functional foods, beverages, or wellness products
• In-store mobile use: 28% of shoppers use smartphones for digital couponing while walking store aisles
• In-aisle screens: 34% of consumers use shelf digital screens to compare prices or features, while 35% find them distracting or tend to ignore them

Direct mail and circulars: Intentional vs. immediate utility

Print advertising continues to be a substantial anchor for shopping preparation. Overall, 73% of consumers engage with direct mail ads, and 69% read the Save Direct Mail package at least sometimes. Cover-to-cover readership stands at 68%, led by affluent readers (74%).

Behavior, however, varies significantly across age groups. A large majority (82%) of package readers save ads they find interesting for a week or more. Gen Z leads the way here — 55% strongly agree that they hold onto offers, treating direct mail as reference material. Of those readers using grocery circulars right away for weekly shopping (63%), boomers convert most decisively (36%). 

As to perceived value, 79% of readers agree that the Save package helps them save money. In addition, 65% say it introduces local businesses (73% among affluent readers) and 57% agree it saves them time (led by millennial parents at 69%).

In-store navigation: Smartphones and in-aisle video screens

Making the transition from pre-shopping inspiration to aisle-level execution can include multiple digital touchpoints. When discovering new products, consumers indicate in-store discovery (33%), social media ads (22%), and printed mail/circulars (20%) as top channels. Once inside the store, digital usage varies by generation and media format.

When shoppers utilize smartphones, key aisle behaviors include digital couponing (28%), price comparisons (26%), mobile payment or Scan & Go (24%), and list management (21%). The majority of boomers (52%) rarely or never use smartphones while walking down store aisles.

Dynamic screens at the shelf generate mixed reactions. While 35% of shoppers find them distracting (including 57% of boomers), 34% use screens for price/feature comparisons and 29% use them to learn about new products. In addition, 25% report being convinced to switch brands.

Ads viewed prior to shopping drive action through financial incentives (26%) and aisle memory recall (22%). Gen Z is the most immediately responsive group — 20% add featured items directly to their shopping list upon seeing an ad.

Private labels and functional foods crossover

Inflation-conscious shopping patterns coincide with premium health trends, driving some interesting dynamics in consumer brand selection. For instance, while 17% of consumers buy private-label store brands almost exclusively, 35% buy name brands only when supported by a coupon or steep discount (41% among Gen Z). Meanwhile, 34% stick to favorite name brands regardless, led by Gen Z at 43%.

More than half (51%) of respondents use functional foods, beverages, or supplements, with highest adoption in affluent households (59%) and millennial parents (58%). The top health concern driving functional product adoption is energy (44% overall, 50% for Gen X). This is followed by stress/anxiety (34% overall, 41% for Gen Z and millennials), sleep (34% overall, 42% for Gen Z), and cognitive focus (32%).

Strategic recommendations for marketers

Based on these findings, brands should consider the following strategic shifts for the second half of 2026:

• Bridge physical mail with mobile app redemption: With 82% of readers saving print ads and 28% using smartphones in-aisle for digital coupons, include QR codes on direct-mail circulars to instantly load offers into retailer apps.
• Optimize in-aisle screens for value, not distraction: Because 35% of shoppers find in-aisle screens distracting but 34% value price/feature comparisons, shift screen creative away from generic brand loops toward side-by-side unit pricing and promotional savings.
• Use coupons to defend name-brand market share: Since 41% of Gen Z shoppers will buy name brands over private labels if given a coupon, brands should deploy targeted promotional incentives to protect market share against private-label switching.
• Tailor functional wellness messaging by cohort: Highlight specific benefits to targeted demographics — positioning energy solutions for Gen X (50% interest), and stress relief (41%) and sleep aids (42%) for Gen Z — across print and social media.

For more grocery, retail, and CPG insights, check out our 2026 State of Grocery + CPG Report and the 2026 Grocery Perspectives Report.