<p>By: Steve Markenson, Vice President, Research & Insights, FMI</p><div class="mg-image–circular" style="float:right;margin:10px;"><img src="https://www.fmi.org/images/default-source/blog-images/grocery-bag-in-aisle.jpg?sfvrsn=c6c7639_1" alt="White bag of groceries in a blurred aisle" class="sf-immutable-selected" sf-size="100" /></div><p>You’ve probably heard, and may have personally felt, that <a href="https://www.sca.isr.umich.edu/">consumer sentiment is currently low</a>. However, there is one bright spot—consumers continue to enjoy grocery shopping. <br /></p><p>FMI’s <a href="https://www.fmi.org/our-research/sentiment-index-page">U.S. Grocery Shopper Sentiment Index</a> is currently at 72 out of 100, matching the 2023 rate during the COVID-19 pandemic—when grocery shopping was one of the few activities that took us out of our homes. So why, when things may seem bleak, is grocery shopping still a delight, and what does this mean for food retailers and suppliers? <br /></p><h5>A Sense of Control</h5><p>Most (75%) shoppers feel they have control over their grocery shopping expenses. Whereas household expenses like rent, gas and medical care are experienced monthly, food shopping is often at least a weekly occurrence for most households. Therefore, this sense of control is likely what makes shoppers enjoy the activity of grocery shopping—it’s the one thing they have some power over during their week. <br /></p><h5>Could Consumer Sentiment Shift?<strong> </strong></h5><p>Food retailers and suppliers should remember that consumer sentiment constantly shifts and that most shoppers (70%) remain concerned about rising food prices. At the same time, for food retailers and suppliers, this sense of control among grocery shoppers is an opportunity to lean into the aspects of grocery shopping consumers most enjoy. <br /></p><h5>Lean Into Entertainment & Exploration<strong> </strong></h5><p>Have you heard of grocery store tourism? It’s when consumers, while on vacation or visiting someplace new, take a trip to a grocery store for the entertainment and exploration of it all. Some TikTok influencers travel around the country, sharing their store tour insights. What if your weekly grocery shoppers got the same entertainment value as tourists visiting your store? This elevated level of enjoyment can play into consumer sentiment and encourage them to try new foods, explore different products, or even learn new cooking skills, all while strengthening shopper loyalty. <br /></p><p>Find more insights into consumers’ grocery shopping trends in the <a href="https://www.fmi.org/our-research/research-reports/archive/u-s-grocery-shopper-trends-2024"><em>2025 U.S. Grocery Shopper Trends</em></a> report. <br /></p><p><a href="https://www.fmi.org/our-research/research-reports/archive/u-s-grocery-shopper-trends-2024" class="button">U.S. Grocery Shopper Trends</a> </p>
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