The vast majority of Americans now shop online – buying everything from clothes to mattresses to houses. But they are still sticking with physical shops when it comes to grocery shopping – 42% of shoppers want to see, touch, and smell fresh produce before they buy it.

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?

As tastes become more international and health becomes a top concern, more Americans are looking beyond supermarkets to find new flavours that surprise and delight. Canvas8 spoke to 20 people from across the US to understand what occasions lead them to visit specialty food stores.

What’s the appeal of pre-loved products beyond the lower price? How are digital tools helping people find the perfect fashion fit? Why are tangible experiences so important in brick-and-mortar spaces? And how do shoppers make buying decisions in-store when they can’t find their preferred brand?