Vloggers are taking to the stage on YouTube with an astounding editorial line: they open up their bags. They quite literally reveal the contents of their shopping bags after a trip to the supermarket!
The Grocery Haul movement made its appearance on the other side of the Pond in 2007 and remained confidential until 2015. It caught on with influential foodies who decided to share the contents of their trolleys, then it spread to lifestyle and fitness bloggers until it converted mothers with large families.
So this is how the Grocery Haul phenomenon came into being.
After having viewed a certain number of them, Grocery Hauls can be broken down into two main categories:
- So-called “specialist” Grocery Haul: shopping for vegans, gluten-free diets or keen athletes
Here is an example from a young Dutch sports coach, Merijn Schoeber (yes, men also reveal the contents of their trolleys on YouTube!
- “Good deal” Grocery Haul’
This is for a more family-targeted group interested in saving money and special offers. The YouTuber, Marie Shalanova, or JuLy “Maman Lambda” do not hesitate to put the spotlight on various supermarket chains, with “Best deals of the month at “Carrefour” or “This month’s shopping at Lidl”. Their “large family Grocery Haul” can get as many as 20,000 views!
The film is often made back home but may also be made live when doing the shopping at the supermarket, as here:
One thing is certain – Grocery Haul disciples are not looking for sophistication. Their aim is to show themselves in “real life”, be in “close contact with people” and do them a good turn.
In 2017, several French media relayed this phenomenon with ethnographic curiosity. The Ipsos network has also drawn inspiration from it with the creation of a new video application to study the purchasing behaviour of French households in real life. What we can say is that, today, 200,000 Grocery Hauls are created every month on YouTube, with a total of over 3 million videos.