April 4, 2025 – Many factors are shaping grocery retail trends in the US in 2025. These include changes in priorities of US consumers, economic pressures in the US, and changes in US shopping behaviors. In all parts of the US, shoppers are balancing many different factors, including convenience, value, trust, higher prices, new technologies, and changes in the dynamics in their household. Innova Market Insights is monitoring growth in on-line grocery shopping. At the same time, consumers support in-store shopping for freshness, the sensory shopping experience, and shopping from a shopping list.
This article is based on Innova’s Grocery Retail in the US report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
Innova Market Insights Trends and Grocery
Innova Market Insights describes several trends that impact grocery retail in the US. One grocery retail trend is “Quality & Integrity”. Retailers need to have honest conversations with consumers that describe the company’s investment in product quality and ethical benefits that resonate with US shoppers. These conversations can help build trust with different generations of shoppers. Boomers are highly concerned about shrinkflation, honest pricing, and appropriate portions. Younger shoppers, more than older ones, seek products that align with their values on health and sustainability. Across all generations, honesty remains essential.
Another Innova Market Insights trend is “Savvy & Self-Sufficient”. US shoppers value control so it’s important for retailers to provide easy and convenient ways for them to be in control. These can include health, finances, and home cooking. Younger shoppers often gain control through digital shopping tools such as grocery apps and third-party online platforms. Shopping tools enable US shoppers to compare prices, take advantage of discounts, and make decisions pertaining to their health.
Transformational Moments offer a way to surprise and delight US shoppers. The quest for indulgence and excitement helps drive shoppers toward specialty stores and premium products. Grocery retail trends show that US consumers also seek heightened moments tied to celebrations or family. Data showing growth in the number of visits to specialty stores shows that shoppers appreciate their authentic, premium products.
Economic Concerns Lead to Cost-Consciousness
Grocery retail trends reveal that US consumers are concerned about economic issues such as inflation and shrinkflation. This is making them shop in a more cost-conscious way. Innova sees differences in US shoppers across generations. Younger generations in the US do not respond as much to price increases. Instead, they make shopping decisions based more on health, sustainability, and premium experiences. Even though younger US shoppers are less financially secure overall and during times of economic uncertainty, they shop for premium and ethical products because these align with their values.
Shrinkflation in the US grocer marketplace is a real concern, especially among Generation X and Boomers. These generations look closely at value. They are apt to compare prices and unit pricing, as well as buy larger package sizes for better value.
Upheaval around tariffs in the US means that retailers have to source grocery items in a strategic way to avoid price pressures.
Building Loyalty in the US Grocery Marketplace
Grocery brands can build loyalty by meeting US shoppers where they are. What this means for brands is considering omnichannel marketing, being transparent about prices, talking about sources, and improving convenience. The US grocery marketplace is highly competitive so marketer actions can boost trust and loyalty.
Private Label Offers Quality and Economy
The pressured economic environment in the US causes cost-sensitive shoppers to turn to store private labels and discount stores for quality at a better price. Grocery retail trends indicate that inflation has an effect on the behavior of US shoppers, who are considering private labels as a compromise for both cost and good quality.
Shopping Technologies Attract US Consumers
Shopping technologies such as store-branded apps are an important tool for engaging US consumers. Integrating digital technologies into the online shopping experience helps make shopping more interactive and convenient for the US consumer. Well-constructed apps allow the US shopper to bridge the gap between the digital experience and the physical grocery shopping experience. This helps maintain the brand experience for the US shopper and boosts loyalty since shoppers say in consumer trends surveys that they want to order products directly from retailers.
In the US, the Boomer generation in particular trusts retailer apps. That is why retailers should create apps that meet the needs of US shoppers of all ages rather than just younger shoppers.
Green Technologies Build Value
US retailers can use green technologies and green innovation as part of a strategy for resilience. Eco-friendly practices can help boost efficiency while increasing value for the US shopper. Also, eco-friendly approaches help retailers defend against interruption in the supply chain and changes in the regulatory environment.
Opportunities for US Grocery Retailers
US retailers can provide hyper-personalized grocery experiences that take advantage of technology to personalize product promotions. Niche formats and retailers have growth potential from appealing to younger US shoppers and their interest in specialty retailers. Supermarkets can compete with discounters by offering similar value and variety. Omnichannel shopping and delivery meet changing US lifestyles and shopper demographics. As consumers turn to functional foods, technology can help improve the availability and pricing of functional ingredients. And last, sustainability and support of the circular economy are imperative for US retailers.
This article is based on Innova’s Grocery Retail in the US report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
