Grocery shopping habits are shifting fast in 2025. Across the country, consumer confidence is shaky, and households are adjusting their spending habits at the store in response to rising prices, economic uncertainty, and tighter monthly budgets.
A recent earnings call from Kroger, the largest traditional supermarket chain in the U.S., included insights from its CEO about how customer behavior is shifting. With stores across more than 30 states and millions of customers each week, his perspective offers a broad snapshot of how consumer habits are evolving nationwide.
1. Groceries prioritized over restaurants
Rising restaurant prices are driving more people to cook at home. For more than two years, the cost of dining out has been rising faster than the cost of groceries. That is causing households to shift their food budgets toward the supermarket instead of the takeout counter.
This change is showing up across income levels, from budget-conscious shoppers to more affluent households rethinking everyday expenses.
2. More trips with smaller baskets
Instead of stocking up once a week, many people are shopping more often but buying fewer items per trip. The total amount spent may not be changing much, but how people structure their shopping is different.
More frequent visits allow shoppers to buy only what they need, when they need it. That can help avoid food waste and keep spending in check.
3. Large pack sizes appeal more
Bulk formats and family-size items are gaining popularity. Larger packages often come with lower cost per unit, which appeals to shoppers looking to make the most of each dollar.
Whether it is paper goods, pantry staples, or frozen meals, many people are switching to bigger sizes to stretch their budgets further.
4. Coupon use rises again
Promotions and coupons are getting more attention than they have in years. Retailers are responding by simplifying deals and making discounts easier to access, without requiring apps or sign-ins at checkout.
With value top of mind, shoppers are looking for clear savings and better prices on the products they buy most often.
5. Spending is down on extras
Discretionary purchases like snacks, alcohol, pet items, and general merchandise are seeing softer sales. Even regular grocery shoppers are trimming their carts by leaving out non-essentials.
This kind of behavior is typical when consumer confidence is low. Essentials are taking priority, while nice-to-haves get postponed.
6. More shoppers are online
More households are turning to online grocery shopping, including delivery and pickup, and they’re ordering more often. Kroger reports strong demand, with eCommerce sales up 15% in the first quarter of 2025.
To meet expectations, the company is improving order accuracy and reducing pickup wait times.
7. Store brands beat national brands
At least for Kroger, private-label groceries are gaining ground as consumers look for quality at lower prices. These store-brand lines now offer everything from staples to premium options like organics and protein snacks.
With growing demand and new product launches, they have become a major focus for shoppers looking to save without trading down.
Make the most of new habits
These trends are revealing, but they do not come with a one-size-fits-all solution. Whether you are embracing these changes or taking a different approach, there are ways to use the moment to your advantage.
- Cooking at home can stretch your budget, but it also takes time and planning. If you are eating out less, consider doubling recipes and freezing meals to save effort later.
- Frequent shopping trips can help you stick to a budget, but they also increase exposure to impulse buys. Make a list and limit visits to avoid unnecessary spending. Build a custom budget and track spending. Sign-up with Origin today and get a 7 day free trial.
- Buying in bulk is cost-effective when you actually use everything. Split large packs with friends or family if storage or spoilage is a concern.
- Coupons and promos are worth using, but do not let discounts drive your decisions. Stick to your usual shopping list and treat savings as a bonus, not a reason to buy more.
- Cutting extras like snacks and alcohol can free up funds for essentials or savings. But if small indulgences help you feel balanced, build them into your budget intentionally. Be sure to earn as much as possible on every dollar you save. SoFi Checking is offering 3.8% interest, plus a potential $300 signup bonus. (May change without notice.)
These shifting habits are not just about spending less. They are about being more deliberate, adjusting with purpose, and making choices that suit your budget and your household.
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