Consumers Are Changing Their Grocery Shopping Behaviors in the Face of Rising Prices

Grocery shopping has long been one of the most consistent routines in consumers’ lives, with predictable trips, familiar brands, and carts that rarely change much from week to week. But as grocery prices rise and household budgets are tightening, even the most habitual shoppers are starting to rethink what, where and how much they buy. The result is a subtle but significant shift in grocery behavior, revealing how consumers adapt when everyday essentials feel less and less affordable. 

Shopper concerns are ticking up as grocery prices rise

Fluctuating grocery prices have been a headache for consumers in recent years. Despite a relatively robust post-pandemic economic recovery, prices of supermarket items have been climbing overall since 2020. Now, prices are up for nearly all major grocery categories compared to this time last year, due to a combination of tariffs, supply constraints and labor costs. 

Shoppers have taken notice of rising prices and expressed renewed concern about them. The share of U.S. adults who say they are worried about the cost of dairy, meat, pantry items and produce have all ticked up in recent months. While the differences aren’t massive, taken together it does signal a shift. Most concerning for consumers is the cost of meat, which tracks with the overall change in CPI in this category — the cost of one pound of ground beef has risen by more than $1 since the beginning of 2025.

Economic indicators also point to shoppers becoming more cost conscious about their groceries. After falling earlier in 2025, price surprise, defined as the net share of consumers who report seeing higher-than-usual prices in the aisles, is on the rise again. Trading down on groceries and walking away from purchases altogether because of the high cost (price sensitivity) is also becoming more common.  

Grocery shoppers are using a variety of tactics to save money

Grocery shopping is a regular part of nearly all consumers’ daily lives. More than two-thirds of U.S. adults say their household goes to a grocery store at least once per week, many with a list in hand and a consistent path through the aisles. Given the habitual nature of grocery shopping, it’s logical that behaviors are sticky. However, there are early signs of cost-cutting shifts as 2025 winds to a close.

Overall, consumers take a variety of approaches to fit their grocery shopping within their budget. The most common strategies are ones that require being more thoughtful and intentional about purchase, rather than cutting back overall. Consumers are more likely to compare prices than to take other actions, and though the share who said they’ve done so “often” in the last month was declining in the early months of 2025, it’s now shifted course and is on the rise again — 50% of U.S. adults said they had done so in August, up 4 points from July.

Buying generic, using coupons and shopping at multiple stores are the next most common cost-cutting techniques, all three of which are on a slow but consistent upward trend in the past months. Even some of the less popular options such as altering eating habits or eating less food overall are shifting slightly upwards month by month, though the share who say they do so often is still low.

These shifts, while subtle, reflect the fact that shoppers are growing more discerning in the face of rising prices. While we shouldn’t expect a sea change in habits soon, it’s important to recognize that continued price increases combined with the financial pressures of the coming holidays will likely result in continued growth of these cost-cutting behaviors.

There is a geographic and income divide in cost-saving tactics

Grocery shopping responsibilities don’t discriminate by gender, age, or other demographics — over two-thirds (67%) of U.S. adults consider themselves to be the primary grocery shopper in their household, and another 24% say they share responsibilities with someone else. And while, in the midst of economic uncertainty, shoppers can cut back on other discretionary spending areas, buying groceries to feed a family is a must. In short, the category impacts everyone — but it doesn’t impact everyone equally.

While concern levels about price are somewhat similar across demographics, what shoppers do to save money on groceries varies. First, there are differences across income levels. Lower earners are more likely than others to say they use most cost cutting methods “often,” particularly those that include trading down or cutting back — for example, comparing prices, buying generic instead of brand name, and buying in smaller quantities. Middle income consumers are more likely than others to use coupons, while high earners overindex for buying in bulk.

There are also differences based on the type of community a consumer lives in. For example, rural consumers are the most likely to buy generic instead of name brands, and also to take actions that include cutting back, such as buying less meat. Perhaps surprising given more limited living space, urbanites tend to favor buying in bulk more than others. Suburban consumers favor couponing and shopping at multiple stores.

No matter what the consumer demographic, grocery prices will impact budgets and buying behaviors in the coming months if they continue to rise. Brands should consider the unique cost-saving approaches implemented by consumer groups to forecast behavior and meet evolving needs. 

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