UK AI food buys favour unfamiliar brands, Attest finds

Unfamiliar brands account for more than a third of UK AI-assisted first-time food purchases, according to Attest. The consumer research group found repeat buying was markedly lower when shoppers used AI in the purchase process.

Its survey found that 36% of UK AI-assisted first-time food purchases went to a brand the shopper had never heard of, compared with 22% of purchases made without AI. By contrast, only 22% of AI-assisted purchases went to a brand the shopper had bought before, against 52% without AI.

The figures suggest a shift in how consumers choose food and drink products when AI tools are involved. For established brands, previous purchasing history appears to carry less weight when shoppers ask an AI assistant for help before buying.

Among UK shoppers who used AI for a food or drink purchase, 68% said the tool suggested products they had never heard of. Of those who then bought, 36% chose a completely unfamiliar brand, while 39% bought a brand they recognised but had not tried before.

The findings suggest AI is shaping both discovery and filtering. Half of AI-assisted food and drink shoppers who answered the question said they ruled out at least one product based on the AI's advice without checking elsewhere.

Brand discovery

That pattern may create an opening for smaller or less familiar names in a category where habitual buying has long mattered. It also suggests shelf presence and search visibility may no longer be enough if products first need to appear in an AI-generated recommendation before shoppers consider them.

The research is based on a nationally representative survey of 4,000 consumers in the UK and US. Of those, 3,252 described a real first-time purchase and 1,189 said an AI assistant played a part in the decision.

For food and drink purchases, the UK sample covered 378 first-time purchases, including 111 that were AI-assisted. The findings were tested at a 95% significance level.

The study also compared UK and US responses. In the US, 80% of AI-assisted food and drink shoppers said AI suggested products they had never heard of, higher than the UK figure of 68%.

Yet UK shoppers were more likely than their US counterparts to buy a brand they had never heard of after using AI: 36% in the UK, against 21% in the US.

US shoppers were more likely to return to brands they had bought before. Attest found that 51% of AI-assisted US food and drink purchases went to a previously purchased brand, compared with 22% in the UK.

Market pressure

The data adds to evidence that generative AI tools are beginning to influence everyday consumer choices beyond electronics, travel and financial products. In food and drink, where repeat purchases often reflect habit, convenience and recognition, the effect may be greater because small shifts in consideration can alter market share across large product volumes.

Attest argued that brands now face two hurdles in AI-assisted shopping journeys. One is appearing in the AI response when a consumer asks for options. The other is giving the shopper a reason to choose the product once it has been surfaced.

A note in the survey said the brand-purchase percentages do not total 100% because some respondents said the purchase did not have a brand. As a result, the split between unfamiliar, recognised and previously purchased labels does not cover every food and drink item bought in the sample.

"Being the brand someone bought last time is a valuable advantage in food and drink. But in UK purchases involving AI, that advantage looks much weaker. Challenger brands have an opportunity to reach shoppers who might otherwise have gone straight to their usual choice. AI is also playing a role in deciding what shoppers rule out. AI is introducing shoppers to unfamiliar products and brands, but getting recommended does not guarantee a sale. Brands need to understand what gets them into an AI answer and what persuades someone to put the product in their basket. Visibility matters, but so does giving people a clear reason to choose you," Todd Latham, Chief Executive Officer at Attest, said.