A report by Kroger’s 84.51° tracks consumer sentiment over the course of 2024

Inflation-weary shoppers might have noticed that grocery prices have leveled out over the last year from their peak in mid-2022, but they’re still adjusting their shopping habits while aiming to prioritize healthy eating, according to Kroger’s research arm, 84.51°.

The data analytics group’s annual report, Balancing Act: Wallet & Wellness, shows that concern over inflation has dropped to 56%, a decline of 17 basis points from the 2022 spike in prices.

Shoppers responded to high prices by looking for sales, deals, and coupons at a rate of more than two-thirds (67%), as of November. Meanwhile, 54% said they’re cutting back on non-essentials like snacks, 49% are switching to lower-cost brands, 45% are purchasing fewer grocers, and 39% are ordering less restaurant delivery and focusing on grocery shopping.

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