Shoppers Turn to Deals and Store Brands as Grocery Affordability Worsens

Shoppers are increasingly relying on deals, store brands and lower-priced retailers to manage grocery costs, even as wage growth slightly improves their purchasing power, according to the latest Acosta Group Affordability Tracker.

In August, just 53% of shoppers said they felt comfortable affording groceries and household essentials, down from 68% in January. Meanwhile, 26% said they felt uncomfortable with their ability to afford those necessities, up from 17% at the start of the year. The shift comes as consumers continue to contend with elevated...

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