Only 13% of regular supermarket shoppers believe their main grocer offers the lowest prices, according to AlixPartners’ latest survey. Consumers are increasingly rejecting traditional “high-low” pricing tactics and prefer the transparency of everyday low pricing models used by mass retailers like Walmart.
Key Takeaways
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Eroding price trust: Shoppers doubt grocery prices reflect real value, as frequent promotions create confusion and lower confidence in traditional discount models.
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Promotion fatigue: Consumers find deal-hunting too time-consuming, with many unwilling to use coupons, loyalty programs, or timed sales for savings.
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Opportunity in differentiation: Experts suggest traditional grocers focus on freshness, service, and private brands rather than competing on low prices alone.
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