Survey: 70% of consumers still struggle with grocery costs

Shoppers are increasingly turning to digital tools to help save on groceries.

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.