Eagle Eye’s recent survey of grocery shoppers across the U.S. and Canada shows evolving consumer priorities around sustainability, health, and rewards and highlights a gap in current loyalty programmes that could be costing retailers a competitive edge.

The study, which surveyed over 1,000 North American consumers, reveals an appetite for eco-friendly products and health-conscious choices, but many programmes miss the mark in delivering incentives that align with these values.

For many shoppers, especially Gen Z and families with children, sustainability isn’t just a nice-to-have—it’s a key factor in decision-making, with 74% of Gen Z and 70% of parents rating it “extremely” or “very important.” However, with 46% of consumers reporting that their loyalty programmes lack sustainability rewards, there’s clear room for improvement.

Programmes that do incorporate eco-focused incentives can earn loyalty by offering point bonuses for sustainable choices or the chance to redeem points toward environmental causes.

Consumers are increasingly driven by health and wellness concerns, with 65% of respondents willing to pay more for healthier options. Yet, over half feel there’s a lack of health-focused rewards in loyalty programmes, suggesting a missed opportunity for retailers to connect with this growing market.

Consumers who prioritise health say they’d even switch to healthier products if incentivised, showing potential for point multipliers or rewards that support wellness.

Interestingly, Canadians show a stronger preference for sustainability incentives, with 40% reporting they’d choose healthier options if rewarded, compared to 33% of Americans. Moreover, 28% of Canadian shoppers view brands more favourably when they offer eco-rewards, double the U.S. rate, suggesting that Canadian loyalty programmes may see an even greater impact from adding these incentives.

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