No one thinks rising prices at the grocery store are fun. But that doesn’t mean grocery shopping can’t be. Despite the stresses associated with keeping the family fed, sticking to a budget and looking for deals, a new survey finds that a lot of people still actually enjoy it.
That what FMI – The Food Industry Association found out in compiling its latest report, “U.S. Grocery Shopper Trends: Return to Routine“. Shoppers told the group they don’t consider themselves passive victims of inflation anymore – they’re taking charge, and liking it.
“Shoppers report that one of the few parts of their household budgets they can control is their grocery spending,” FMI President and CEO Leslie G. Sarasin said in a statement. “Through taking advantage of deals, promotions or shopping around, they continue to find value.” While prices remain a concern, shoppers “continue to enjoy grocery shopping,” she said, “a trend we expect to continue as food inflation cools.”
83% of survey respondents said they feel they have at least some control over their grocery spending. 40% feel they have “a lot” of control. That’s because they’re not taking inflation lying down. Two-thirds are shopping around, visiting a mix of stores for the best prices. More than half say they’re looking for more deals than they were this time last year, and a third won’t buy certain products at all unless they’re on sale.
To some, that may sound a little stressful. To others, it’s a challenge they welcome. Grocery shopping, couponing and deal-seeking used to be kind of fun, before Covid and inflation made it all seem like more of a chore than a good time. But that seems to be changing. About 40% of shoppers told FMI that they enjoy shopping for groceries. Only 11% consider it a chore they dislike doing, which leaves about half who are okay with it.
“Shoppers appreciate grocery shopping for a variety of reasons,” the report pointed out. They enjoy providing for their families, they look forward to cooking with the ingredients they choose, and “despite their lingering worries about food prices and affordability – or perhaps because of these concerns – they say they find enjoyment in the process of seeking deals and using their coupons.”
Among the comments FMI heard from shoppers were, “I love to hunt for bargains and to find new items for my family,” “I love seeing a good deal,” and “I love the thrills of using my coupons!”
Higher-income shoppers who are under less financial pressure are more likely to enjoy grocery shopping – 50% say so, compared to 33% of lower-income shoppers. But those lower-income shoppers are more likely to say they enjoy the deal-seeking aspect of shopping.
And they like those who help them to save. Most shoppers say their primary grocery store does “an excellent job of meeting their needs,” with 41% saying their store is “on their side” when it comes to helping them save money. That’s compared to 30% who say so about food stores in general, and only 17% who believe grocery product manufacturers are on their side.
Among all shoppers, 79% say getting a good value when grocery shopping is their top priority. And that attention to value is paying off – shoppers report their grocery spending is holding steady at an average of $163 a week, the same amount they were spending a year and a half ago. While many are still concerned about rising prices, fewer shoppers are concerned about their ability to afford the groceries they need.
If that describes you, consider yourself fortunate that you don’t have to worry about where your next meal is coming from. For some, trying to manage their grocery bills isn’t particularly fun. For others, looking for deals can be a welcome challenge, clipping coupons a lucrative pastime, and buying groceries a nice break from the everyday routine. And once grocery inflation is finally in our rear-view mirror – here’s hoping grocery shopping really can become a good time for all.
Image source: Phillip Pessar 
