Why do people pick second best in the grocery store?
REPORT
15 Jan 2018
Why do people pick second best in the grocery store?

Dinner is in an hour and a key ingredient is missing, so you pop to the closest shop only to find that it doesn’t have your usual brand. When shoppers need something instantly and their first choice isn’t available, what informs their selection? How do companies compete to be the second best choice?

Meredith Olson

Meredith Olson is a writer, editor and book enthusiast who lives and works in London. She earned her MA in Issues in Modern Culture from University College London, and writes about the arts, culture and lifestyle.