by Food Trade News Team
Swiftly, a tech and retail media company, recently released its “True Cost of a Grocery Shop” consumer survey. The findings underscore persistent economic pressure on shoppers, unfolding against the backdrop of rapid adoption for AI-driven technologies.
A striking 68% of shoppers report struggling to afford groceries. Consumers are stretching budgets thin and looking to do more with less – seeking out retailers that deliver value and treat them fairly. That last point matters, as trust has become a central theme in recent industry discussions.
Of course, this is great news for local grocers who move to act on this shift.
The practice has not landed well with consumers, further elevating trust as a defining issue.
Swiftly’s report reinforces this dynamic, noting that 80% of shoppers would trust their neighborhood brick-and-mortar grocery stores over national retailers – such as Amazon and Walmart – to offer personalized deals.
That represents a meaningful vote of confidence for independent retailers, even as they face margin pressure, intensified discount competition, and ongoing regional consolidation.
Henry Kim, CEO of Swiftly, commented: “The grocers who combine these strengths – deep community trust supported by modern digital engagement – will be the ones who lead the next era of grocery. The urgency is clear: technology is now essential to leveling the playing field.”
Consumers remain under strain. This pressure has fueled rapid share gains for discounters like Aldi and large online platforms. Tight budgets are pushing shoppers to search for value in ways that go beyond simply choosing the lowest priced item on the shelf.
Swiftly reports that 55.7% of consumers shop based on discounts and promotions. A significant 71% use coupons, with a similar share relying on loyalty cards to manage costs. More than half plan shopping trips around available deals.
Some of the survey’s additional findings are both encouraging and cautionary for retailers. Roughly 38% of shoppers say they will switch brands to save money.
Pricing behavior is already shifting, and the data confirms it: more than 65% of consumers say rising food costs are changing how they shop. Many are increasingly motivated to adopt digital tools that deliver savings. Retailers can respond by investing in apps, loyalty platforms, and personalized offers.
By capturing attention, independent grocers have an opportunity to translate their built-in trust into measurable growth.
Forty-three percent of respondents say they would join a loyalty program, while 46% would download a retailer’s app to access the best offers. Nearly 50% indicated they would use more digital coupons and cashback programs.
Sean Turner, CTO and Co-Founder of Swiftly, added: “Today’s shoppers expect savings to be simple, intuitive, and highly personalized across mobile, web, loyalty, and in-store touchpoints. Technology is the infrastructure that enables grocers to honor that trust while delivering value at scale.”
For independent retailers that can embrace new technologies and retail media—while safeguarding long-term customer relationships—the current environment presents an opportunity not just to withstand pressure, but to strengthen competitive positioning.
