Max Armstrong continues his exploration of changes in the grocery industry. The consumer wants price, taste and convenience, but the industry is learning more about how habits are changing. The industry does a great job of tracking shoppers using a range of tech, and they're learning that consumers want more than those 'big three' when buying.

Farm Progress America is a daily look at key issues in agriculture. It is produced and presented by Max Armstrong, veteran farm broadcaster and host of This Week in Agribusiness.