Shoppers Are “Stressed” About Rising Grocery Prices

Your local grocery store is supposed to be an inviting place, where you see your neighbors, discover new products, and come up with ideas on what to feed your family.

These days, a majority of shoppers say the main thing they feel at the grocery store is stress.

The Feedback Group asked shoppers how they’re reacting to inflation and tariff-related price hikes. Its report, “Supermarket Shoppers: Rising Prices, Inflation, and Tariffs,” found that three out of five shoppers are stressed about grocery prices.

And they’re worried that those prices – and their stress – could get even worse. Four out of five shoppers are concerned about the potential impact of tariffs on their grocery bill, with about half worried that already-elevated prices will increase even more significantly.

So shoppers are already changing their habits to save money. Among the savings strategies they cite most, 62% say they’re buying more items on sale, 42% are buying more store brands, 37% are switching to stores with lower prices, and 27% are shopping around for the best deals.

And if grocery prices rise as a result of tariffs, many shoppers plan to double down on their savings strategies. 41% said they will seek out even more store brands, 35% will increase their reliance on coupons and deals and 18% will shop around at different grocery stores for better prices.

While shoppers have little choice but to take matters into their own hands when trying to save money, they’re not shy about pointing the finger of blame for the higher prices they’re seeing. Most blame government policies and actions, at an even greater rate than they did during this same time last year. From there, blame is parceled out among manufacturers, global conflicts and retailers.

Retailers may breathe a sigh of relief that they don’t get the lion’s share of the blame for the prices they charge. But they don’t exactly get high marks in explaining those prices. “Supermarkets receive relatively low scores for communicating about inflation and pricing issues,” the Feedback Group notes. When asked to rate their primary grocery store on certain price-related attributes, stores earned about average ratings when it comes to being on shoppers’ side in managing inflation. They earn below-average ratings in offering competitive prices, “communicating why product prices have risen in the past few years,” and communicating how tariffs have impacted or might impact prices.

The latest New York Federal Reserve Survey of Consumer Expectations has found that consumer anxiety over inflation is easing, amid news of trade negotiations and eased tariff threats. But the Feedback Group’s survey finds that shoppers aren’t ready to breathe easy just yet.

“Shoppers are clearly under pressure, and the emotional toll of rising grocery prices is visible across the generations,” The Feedback Group’s Chief Listening Officer Doug Madenberg said in a statement. “Our research underscores the balancing act many consumers face in the supermarket aisle today.”

Several grocery chains are promoting seasonal savings, promising lower prices on hundreds of items across their stores throughout the summer. That’s a good start, but not the only thing they ought to be doing, The Feedback Group says. “Supermarkets have an opportunity to enhance transparency with their shoppers,” Madenberg said. “Clearer communication around price drivers can help rebuild trust during uncertain economic times.”

When it comes to inflation, the unfortunate reality is that prices that go up tend not to go down again. The best we can hope for is that the rate of inflation eases, our earnings keep pace with higher prices, and we end up essentially breaking even. And if that happens, instead of associating shopping with stress, going to your local grocery store might actually be fun again.

Image source: joellevand