Convenience Is No Longer a Priority in Consumers’ Food Choices, The grocery industry in the U.S. is undergoing some of the most dramatic changes since supermarkets emerged in the 1940s,” says Hayley Peterson, a retail reporter for Business Insider.
Why the changes? Obviously, spreading out one’s shopping list over several outlets is less convenient and more time-consuming. To be sure, But it’s freshness that is the main driver for consumers in deciding where to shop, says Peterson. People who are suspicious of processed and genetically modified foods and want to know where their food comes from seek out outlets that make them feel safe with their choices. For this, they are not only willing to pay higher prices, they also go (or drive) the extra mile to get what they want. the “primary store” now gives way to any number of smaller specialty places. many consumers have become savvy readers of product labels, avoiding foods that contain preservatives, chemicals, long or unpronounceable ingredient lists and artificial sounding ingredients.” 
source FMI