More consumers are shopping multiple grocers to find the lowest prices, report finds

Forty percent of consumers surveyed in April are shopping multiple grocery stores to find the lowest prices — up 9% year over year, according to the fourth wave of the Dunnhumby Consumer Trends Tracker released Wednesday.

The quarterly tracker, which just completed its first year, found in its most recent wave that U.S. consumers believe food-at-home inflation is 15 points higher than the actual 7.1% annual rate recorded in April.

“Over this year-long study, we have seen a very troubling trend of nearly a third of all Americans and nearly 40% of younger Americans, skipping meals due to financial concerns. And wave after wave, our research has also shown that 18-44-year-olds are at the epicenter of a food and financial insecurity crisis that shows no signs of abating,” Matt O’Grady, president of Americas for Dunnhumby, said in a statement.

Grocery Dive