Survey: 70% of consumers still struggle with grocery costs
Despite easing inflation, a large number of Americans are still struggling to afford groceries.
That’s according to a retail tech company Swiftly’s latest True Cost of a Grocery Shop survey of 2,000 consumers, which reveals that 70% of Americans struggle with the price of food. More than half (55%) of consumers surveyed said they base their grocery shopping decisions on promotions and discounts, which is a 5% increase from last year’s data.
In the face of high prices, consumers are looking to digital tools to help cut costs. Three-quarters (76%) of shoppers now use digital coupons, 64% participate in loyalty programs, and 38% rely on retail apps, which is up 4% from 2023. Despite the shift to digital, 72% of consumers still prefer grocery shopping in-store.
[READ MORE: Survey: Most consumers say price more important than brand]
With Thanksgiving around the corner, nearly six-in-10 (58%) holiday shoppers anticipate spending more on groceries compared to previous years. A similar number (56%) are considering dining out instead of cooking at home due to rising prices.
The grocery cost survey results come on the heels of a previous Swiftly survey that revealed 75% of respondents believe the election outcome will directly impact everyday prices, with 68% citing grocery costs and inflation as key voting factors. Close to half (46%) of respondents said the cost of groceries will heavily influence their choice at the ballot box.
"Swiftly's True Cost of a Grocery Shop survey reveals far more than just rising food prices — it highlights the profound impact these escalating costs are having on the everyday lives of consumers, even influencing their political choices," said Henry Kim, CEO of Swiftly. "Americans are being forced to prioritize value like never before. As a result, retailers must adapt, offering more compelling savings solutions that not only meet shopper demands but also foster long-term loyalty in an increasingly competitive market."
