Shoppers Prioritize Healthy Eating Despite Ongoing Inflation Concerns

As inflation concerns continue to shape consumer behavior, shoppers are increasingly focusing on healthier eating while adjusting their spending habits, according to Kroger’s data analytics arm, 84.51°. Their annual report, Balancing Act: Wallet & Wellness, highlights several key trends:

1. Inflation Impact: Concern about inflation has decreased to 56%, a drop from the 2022 peak, indicating that while prices are still high, shoppers are adjusting. Despite inflation pressures, consumers are determined to prioritize healthy eating.
2. Spending Adjustments:
   • Price Sensitivity: Over two-thirds (67%) of shoppers are actively looking for sales, deals, and coupons.
   • Cutbacks on Non-Essentials: Many shoppers (54%) are cutting back on non-essential items like snacks, while others are switching to more affordable brands (49%) or purchasing fewer grocery items overall (45%).
   • Restaurant Spending: 39% are ordering less from restaurants and focusing more on grocery shopping to save money.
3. Price Increases: Shoppers are particularly noticing price hikes in key categories:
   • Dairy (80%)
   • Deli, meat, and fish (77%)
   • Produce (73%)
   • Drinks (70%)
   • Paper products (64%)
   • Frozen food (63%)
   • Cereal (61%)
4. Affordable Substitutes: To offset these price hikes, shoppers are opting for more affordable alternatives, such as:
   • Paper products (60%)
   • Shelf-stable items like canned goods and pasta (57%)
   • Household cleaning products (54%)
   • Dairy and frozen food (46%)
   • Drinks and cereal (44%)
5. Health Focus: Despite the financial pressures, many consumers are prioritizing their health. The report found that heart health, weight, energy, and cholesterol management are key concerns:
   • 61% of young adults (18-24) are focused on eating better for heart health, with this concern increasing with age.
   • Shoppers aged 25-74 show a strong emphasis on heart health, with 68% to 85% citing it as important.
   • Similarly, 61% to 69% of respondents are concerned about weight, and 61% to 71% are prioritizing cholesterol management.

In summary, while inflation continues to influence consumer spending, shoppers are finding ways to balance their financial constraints with a commitment to health and wellness, shifting their buying habits toward more affordable and nutritious options.