This document discusses shopping behaviors and consumer trends in the US. It finds that while consumers remain cautious due to economic concerns, many are cautiously optimistic about an economic recovery. Consumers are experimenting more with store brands but still have emotional attachments to national brands. The majority of shoppers now use digital tools and mobile apps to research products and prices before shopping. Health and wellness are increasingly important to consumers, and many are willing to pay more for healthier options. The document recommends that companies focus on non-price triggers to build long-term brand loyalty.