Our Back-to-School 2025 Consumer Insights Report is Now Live!

Back-to-school has always been one of the busiest times of the year for retailers. But in 2025, the stakes are higher. Families are facing tighter budgets, rising health concerns, and a growing preference for convenience. These shifts are directly influencing what ends up in their grocery carts; and for brands, the impact is significant.

Peekage surveyed 828 U.S. households to uncover exactly how parents are spending, shopping, and choosing products this season. The findings reveal powerful insights every food and beverage brand should know.

👉 Download the full report and uncover the complete data to shape your next back-to-school campaigns.

Key Highlights from the Report

✔️ Families are prioritizing value
61% of parents say price is the number one factor driving back-to-school grocery choices, and 42% are trading down from premium to mid-tier brands.

✔️ Lunchbox choices are evolving
39% of households plan to add more protein to meals, while 35% are reducing sugary snacks and drinks. Functional beverages and easy-to-pack items are rising in demand.

✔️ Shopping is hybrid
58% of families split their grocery shopping between online and in-store. Big-box retailers still dominate, but grocery chains are gaining traction for fresher options.

✔️ Innovation is expected
26% of parents want new snack products to add variety, and 22% are actively seeking healthier beverage options. Packaging that simplifies storage and portability is also in demand.

Why This Matters for Brands

Back-to-school season sets the tone for the year.

Parents are looking for affordable, healthier, and more convenient products; and they are open to trying new options that meet these needs.

For brands, this is a chance to capture attention, secure loyalty, and innovate where it matters most.

📥 Get the Full Report

These highlights are only the beginning. The Back-to-School 2025 Consumer Insights Report dives deeper into:

➝ Detailed category-level breakdowns

➝ Shopper priorities across demographics

➝ Actionable recommendations to guide innovation and marketing strategies

Download the Report to See Where Families Are Spending in 2025: