New research from Robinsons Fruit Shoot explores the challenges of everyday shopping, highlighting how small obstacles can make the experience much harder for those with visual impairments.
Robinsons Fruit Shoot becomes the first kids drinks brand to launch new packaging with NaviLens technology, providing audio guidance and navigation support for shoppers with visual impairments
Katie Piper and the Royal Society for Blind Children (RSBC) join Fruit Shoot to champion more inclusive shopping experiences
For millions of shoppers, a supermarket trip is rarely stress-free. From long queues (55%) and blocked aisles or out-of-stock items (48%) to hard-to-read labels (21%) and unclear signage (20%)[1]. Everyday ‘supermarket sins’ can quickly turn a simple errand into a frustrating experience, but especially for those with visual impairments.
New research commissioned by Robinsons Fruit Shoot, polling 2,000 UK adults reveals just how irritating the weekly shop can be. Slow walkers and wobbly trolley wheels rank among the nation’s biggest in-store annoyances. More than a third of shoppers (34%) admit they’ve abandoned a shop altogether because of experiencing an annoyance while there – rising sharply to 53% among Gen Zs.
Despite these common challenges, more than half of shoppers (56%) confessed they have never considered what shopping might be like for someone with a visual impairment, rising to 65% among Gen X. This suggests that while many notice everyday annoyances in stores, few fully appreciate the extra barriers faced by those living with sight loss.
Fruit Shoot’s research highlights just how challenging supermarkets can be for those living with sight loss. With more than two million people in the UK affected, including thousands of children and young people, many struggle to navigate busy stores independently, making a simple task that little more stressful and overwhelming.
The new study[2] was commissioned by Robinsons Fruit Shoot ahead of the launch of their new packaging featuring NaviLens technology, a high-contrast, scannable code that can be detected from a distance using a smartphone. The technology provides instant audio information and navigation support, helping shoppers with visual impairments identify products more easily and shop with greater confidence.
Clare Brosnan, Marketing Director from Robinsons Fruit Shoot said: “Our research shows that everyone shops differently, and that everyday habits and behaviours can sometimes make shopping more challenging for others, particularly people with visual impairments and additional accessibility needs. At Fruit Shoot, we believe everyone should be able to shop with confidence and independence, especially when choosing products for their family. Introducing NaviLens on our packaging is one way we’re helping to remove barriers, but we also know there’s still more to be done across the industry to make shopping truly accessible for all.”
Despite the scale of sight loss in the UK, the findings suggest there is still significant room for improvement when it comes to in-store accessibility. Only 14% of respondents believing supermarkets do enough to support people with visual impairments, while 61% admitted they are unsure, highlighting a lack of awareness around in-store accessibility.
To help raise awareness and promote more inclusive shopping experiences, Fruit Shoot has enlisted the support of best-selling author, broadcaster and charity campaigner Katie Piper who said: “As a mum with visual impairments, everyday tasks like the supermarket can be far more difficult than people realise. Being able to quickly identify products and move around a store independently can make a huge difference, not just practically, but emotionally too. Accessibility isn’t about special treatment; it’s about giving everyone the chance to shop with confidence and dignity.”
Encouragingly, 37% said they would be more likely to buy from a brand that actively supports accessibility for all customers. And while 79% said they would offer help if they saw someone struggling in-store, 88% admitted to being guilty of supermarket ‘sins’ that could cause difficulties, such as blocking aisles (16%), leaving items in the wrong place (25%) or leaving shopping trolleys unattended (15%) – all being small actions that can have a big impact on accessibility.
The Royal Society for Blind Children (RSBC) welcomed the introduction of accessible packaging as a positive step forward.
RSBC Chief Operating Officer, Lily Rose, said: “As a charity supporting children and young people with vision impairments, we know that a trip to the supermarket can be an overwhelming experience. What should be an easy daily task can become a real barrier to independence, from simply reading a label to navigating crowded aisles or locating the right products. That’s why innovations like NaviLens technology on Fruit Shoot bottles are so important.
“This development isn’t just about convenience. It’s also about accessibility and dignity, so that blind and partially sighted young people can feel fully included in everyday life. We’re delighted to see Fruit Shoot taking such meaningful steps to make their products more accessible, and we hope this encourages many more brands and retailers to think inclusively too. Even small changes can make a real difference to children with vision impairments and their families.”
THE 10 MOST COMMON SHOPPING FUSTRATIONS:
1. Long queues at checkout
2. People blocking aisles
3. Items out of stock
4. Crowded aisles
5. Prices not clearly displayed
6. People walking slowly
7. Incorrect pricing
8. Hard-to-find items
9. Someone taking too long to pay
10. Wobbly shopping trolley wheels
For more information or images, please contact the Carlsberg Britvic team on carlsbergbritvic.consumer@cirkle.com or 01494 731750
[1] Answers taken from research polling 2,000 UK respondents. Research conducted by OnePoll, commissioned by Fruit Shoot in January 2026
[2] The research was conducted by OnePoll, commissioned by Fruit Shoot in January 2026
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