What's happening:
Shoppers aren’t seeing much relief at the grocery store, with many feeling like prices are still on the rise across every category. From cleaning supplies and household essentials to fresh produce, consumers overwhelmingly report noticing increases, leading them to rethink how they shop. Some are cutting back on non-essentials, while others are swapping brands, buying in bulk, or leaning on discounts to stretch their budgets. And while inflation may be cooling in some areas, most consumers expect grocery costs to keep rising, making price-conscious shopping habits more of a necessity than a short-term adjustment.
What we found:
- Over 50% of respondents reported noticing price increases in every grocery and essentials category over the past year.
- While one-third of respondents indicate they still shop in the same quantities as usual, others are cutting back on certain categories, especially non-essentials. Namely, processed food/packaged snacks (40%) and beverages (35%) are two grocery aisles that people have either stopped purchasing or are reducing their spending on.
- A generational divide exists where younger generations are cutting back across all categories, and only 17% of Gen Z are shopping as normal.
- Shopping sales/discounted items (44%) and buying more store-brand/generic items (44%) are the most common tactics used to manage rising grocery costs.
- Over half (58%) of respondents expect grocery prices to continue to rise over the next few months.
Why it matters:
With most consumers feeling the impact of rising prices—and many expecting little relief ahead—cost-cutting strategies are becoming a standard part of the grocery routine. Private-label and store-brand products are gaining traction as shoppers look for value, while discounts and promotions are more critical than ever in driving purchase decisions. Younger consumers, in particular, are adjusting the most, cutting back across multiple categories rather than absorbing higher costs. As price-conscious shopping becomes the norm, brands that find ways to deliver value—whether through competitive pricing, promotions, or product formats that offer more for the money—will be better positioned to stay in the cart rather than be left on the shelf.
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