Don’t let inflation get you down! Despite rising prices at the grocery store – and the rising cost of the gas it takes to get there – it seems we’re actually enjoying grocery shopping more than we have in years.
That’s according to the new U.S. Grocery Shopper Trends 2026 report, the latest annual shopper survey from FMI — The Food Industry Association.
“Even with ongoing media attention on high prices and inflation,” the report found, “many shoppers have seen this as the new reality and may increasingly accept it, albeit grudgingly.” Many are still stressed about their rising grocery bills. But through careful budgeting, deal-seeking, shopping around and embracing the use of digital tools, shoppers “are now adjusting to a new dynamic,” FMI noted, they’re “feeling more in control over grocery spending” – and they’re finding that they kind of like it.
When asked how they feel about grocery shopping these days, 47% said they “like” or “love” it – the highest percentage since FMI started asking that question in 2020. Just two years ago, only 37% felt that way. Combined with the high ratings that shoppers give their primary stores, grocery shopping sentiment is on the upswing.
That’s because most shoppers now have more options than ever to get what they want, at a price they’re willing to pay.
From supermarkets, to mass merchants, to specialty stores, to drug and dollar stores, survey respondents report shopping at an average of more than seven different types of stores at least occasionally. Altogether, they report visiting an average of more than five different stores per month to do their regular grocery shopping. “I constantly go to different stores because of sales, getting better prices every day,” one shopper told FMI. “Where I shop is a mix of strategy and necessity,” another said. “I would like to reduce the number of stores, but I don’t want to compromise on quality.”
When asked what helps a particular store make the cut, 44% look for good value, 39% seek out affordable everyday prices, and 28% like the availability of coupons, sales and discounts.
And they’re increasingly looking beyond the traditional supermarket to get their groceries. For the first time in FMI’s two decades worth of data, mass merchandise stores like Walmart have become shoppers’ preferred place to go grocery shopping. Mass merchandise stores edged out supermarkets this year, with 37% preferring them over the 36% who prefer traditional grocery stores. 20 years ago, supermarkets dominated the space with 64% getting their groceries there.
“Supermarkets are often shoppers’ favorites thanks to fresh perishables, sales/discounts, loyalty programs and friendly and helpful customer service,” FMI found. “For Mass, benefits such as everyday affordable prices and easy returns garner shoppers’ favor.”
The mass merchandise category also succeeds “in great part due to its continuing ability to command a high share of online shopping.” Nearly three-quarters of Americans now do at least some of their grocery shopping online. The top reason people do so, as you might expect, is convenience – cited by 43%. But about a quarter choose online shopping for good value, affordability, and sales and coupons.
But “shoppers are not yet ready to abandon bricks for clicks,” FMI found, as most “see online grocery shopping as a complement to in-store shopping rather than as a replacement for it.” The percentage of shoppers who order most or all of their groceries online has leveled off at about 10-12% over the past several years. “This suggests that while online shopping meets essential needs and fills gaps where in-store environments can’t deliver as effectively, shopping in store remains an important cornerstone experience for shoppers,” FMI stated.
That’s because there are some ways in which the in-store experience is simply better. When asked what’s most important to them when shopping in a store, nearly three-quarters cited factors like cleanliness, easy navigation, and the ability to examine produce up close. Also high on the list – perhaps surprisingly in this digital age – is the ability to get coupons from in-store paper flyers, cited by 41%.
That’s in addition to the coupons that are available digitally. More than half of shoppers said they look for digital coupons while planning a shopping trip, while 45% do it while they’re in the store.
So shoppers are embracing digital tools, but they also want options. They’ll shop online when it’s convenient or cost-effective, but most still enjoy the time-tested ritual of pushing a physical shopping cart up and down the aisles in a physical store. Different stores and different platforms meet different needs, and the retailers poised to win are the ones who know how to make themselves shoppers’ favored destination.
“Shoppers tell us they seek stores with certain personality traits that meet their household needs,” FMI president and CEO Leslie G. Sarasin said in a statement. “One store may offer an entertainment-based shopping experience, while another offers stock-up options or bargain hunting. It’s important for food retailers to ask themselves, ‘What personality does my store have?’ and ensure that personality grows customer loyalty.”
Overall, despite the economic pressures we’re all facing, grocery shoppers “have demonstrated remarkable resilience and adaptability,” FMI concluded, as most somehow still find grocery shopping to be more enjoyable than stressful. “Consumer perspectives may shift with the times,” FMI vice president of research & insights Steve Markenson said, “but grocery shopping remains a positive and purposeful experience for Americans.”
Shopping online is easy. Shopping in person can be a communal, tactile, personal experience. It’s no wonder many people still enjoy it – and if only prices would come down some, we all might enjoy it a whole lot more.
Image source: Marjan Blan on Unsplash
