Prices are rising. Grocery budgets are shrinking. Tariffs could make things even more complicated.
Does all of that make you feel anxious, uncertain, stressed – or excited to go grocery shopping? Curiously enough, a majority of shoppers say even those challenges can’t spoil the fact that grocery shopping is still fun.
That’s one of the findings in a new report from FMI – The Food Industry Association. Its latest “U.S. Grocery Shopper Trends” report found that grocery shoppers are concerned, but optimistic. They’re saving money where they can, but are willing to spend more when it’s worth it.
Overall, shoppers say they’re spending more than ever on groceries. Among those surveyed for the report, the average weekly grocery bill has reached a new high of $170, up $5 from last year and up nearly $50 from pre-pandemic 2020. 90% of respondents said they’re concerned about rising grocery prices, and 78% are concerned about the impact of tariffs on their grocery bill.
And yet, FMI points out “the paradox of food shopping: the task of shopping has become more difficult, yet shoppers continue to enjoy it.” 83% have positive feelings toward grocery shopping, with 42% saying they like or love it. Even budget-conscious shoppers faced with higher grocery prices would rather reduce spending elsewhere than cut back on their grocery purchases.
Of course, coupons and deals can help them stretch their dollars further. 60% of shoppers look up coupons or discounts before shopping, and 41% page through the weekly sales circular. Once in the store, 59% stick to their shopping list, 50% use digital coupons and 45% try to buy only items that are on sale.
“It’s a little harder now to budget for food because the prices are changing all the time,” one survey respondent is quoted as saying. “I am very conscientious when it comes to coupons and deals and sales, which definitely helps stay within the realm of what I am willing to spend.” Another said “if there aren’t any good deals I only buy what I feel like I need. When there are good deals, I buy a lot more than usual.”
And some are willing to go to greater lengths to find those deals. 44% said they shop around at multiple stores, seeking out the best values. In fact, each month, on average, grocery shoppers visit five different stores. Gen Z shoppers are least loyal of all, visiting seven. Across all generations, only 6% of shoppers say they’re loyal to just one store.
So convenience and proximity are not shoppers’ greatest concerns. Attributes like price, selection and quality prompt shoppers to travel further to get their groceries, even when there’s a closer store available.
Shopping at other stores doesn’t necessarily mean shoppers are unhappy with their primary store, though. On a scale of 1 to 10, shoppers give their primary grocery store an average rating of 8.7, among the highest ratings in recent years.
Given the choice between saving money and focusing on what they need whatever the price, shoppers in FMI’s survey seem to have a hard time deciding. Roughly two thirds prioritize quality and value when choosing what to buy and where to shop. But an almost equal percentage say they’re willing to pay for one-stop convenience, a pleasant shopping experience and good customer service.
“To eat well you usually have to spend more,” one surveyed shopper said. “I know that means I probably spend more on groceries than I need to, but I’d rather do that than eat processed crap every day.” Another agreed that “I don’t want to eat cheap food just to hit a budget number. If that means I have to cut back on something else, so be it.”
Of course, there are some who don’t have a choice. Among those for whom every dollar counts, if they’re not clipping coupons, searching for deals or shopping around, they may simply have to do without. “I know I cannot afford everything I need to purchase,” one shopper said. “So I have to let some things slip by the wayside in order to afford my grocery bill.”
So grocery shopping right now isn’t necessarily enjoyable for everyone. But if coupons and deals can help their money go a little further – grocery shopping just might become fun again.
Image source: Phillip Pessar 
