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Overall, inflation may be easing, but costs at the grocery store are still hitting home for consumers. Despite recent positive news of cooling inflation, grocery prices increased in October over September and were higher than October 2022 data. The latest CivicScience tracking data show a quarterly average of nearly 3-in-10 Americans (28%) report they’re cutting back at the grocery store due to rising prices so far in Q4.

As one might expect, there are some variations across shoppers of different stores. For instance, data show that Kroger customers (28%) are three percentage points more likely than Whole Foods (25%) shoppers to have scaled back their grocery spending in response to escalating prices.

Join the Discussion: Do you look forward to grocery shopping, or do you dread it?

Additional CivicScience data show Americans are nearly twice as likely to shop at Kroger ‘several times a year’ or more (46% to 24%). How else do these Kroger shoppers differ (or relate) to their Whole Foods-loyal counterparts? Here are five key consumer insights about Kroger and Whole Foods customers as holiday meal planning gets underway:

Take Our Poll: How do you typically shop for groceries?