Along with our consumers' interest in trying new things came an interest in having a variety of food to choose from. C8 said that when he chooses where he's buying from, “if someone has a slightly different variety than I had before I’d probably be more likely to go there.” C5 and C6 both mentioned preferring a specific grocery store because of their “wide variety” of food.

While most of our participants liked variety, One consumer mentioned being overwhelmed by variety: “I frankly find [his neighborhood grocery store]'s produce section awesome but overwhelming” (C11).