This study compares user behaviors between real and virtual supermarket shelves, using eye-tracking technology to assess behavior in both environments. A sample of 29 participants was randomly assigned to undergo two conditions: a real-world supermarket shelf with Tobii eye-tracking and a virtual shelf using Meta Quest Pro’s eye-tracker. In both scenarios, participants were asked to select three packs of cereals belonging to specific categories (healthy/tasty). The aim was to explore whether virtual environments could realistically replicate real-world experiences, particularly regarding consumer behavior. By analyzing eye-tracking data, researchers examined how attention and product selection strategies varied between real and virtual conditions. Participants’ attention differed across product types and shopping environments. Consumers focus on lower shelves in real settings, especially when looking for healthy products. In VR, attention shifted to eye-level shelves, particularly for tasty items, aligning with optimal product placement strategies in supermarkets. Generally, sweet products received less visual attention overall.