Understanding Impulse and Discovery

Identify new opportunities to drive impulse from aisle to algorithm

Identify the new moments that trigger conversion and turn them into intentional impulse-driving opportunities.

Kantar’s study will examine: ​

• The anatomy of impulse today, including what prompts impulse purchases, and how do shoppers act on them across channels
• How platforms like TikTok and other social media and commerce shape discovery, influence sentiment, and drive unplanned purchases
• Which categories (e.g., snacks, beverages, beauty) are most susceptible to impulse and how they vary by channel and occasion?

Why you need this study:

• Design retail experiences that capture impulse moments whether at shelf, checkout, or in-feed
• Align social and digital campaigns with impulse triggers to boost engagement and conversion
• Maximize emerging impulse opportunities across channels to stay ahead of shopper expectations and unlock incremental revenue

Reach out to your client representative or kantarshopper@kantar.com for more information.

INSIGHTS
Reaching and influencing the impulse moment anytime, anywhere 

The formula for impulse has changed. Nearly 80% of shoppers make an impulse purchase in store, with many adding multiple unplanned items, underscoring how powerful in‑the‑moment triggers remain across physical retail. As social commerce accelerates, platforms like TikTok amplify impulse by collapsing inspiration and purchase into a single action, transforming spontaneous discovery into immediate conversion. Across channels, the mandate for brands is clear: create crave‑worthy moments, reduce friction, and seed “plus‑one” opportunities anywhere shoppers browse, scroll, or shop.