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U.S. grocery sales drop as shoppers buy less despite rising prices, shifting focus to promotions and value.

Market News
16 Jul 2026
CNBC
View Source
Bearish
U.S. grocery sales drop as shoppers buy less despite rising prices, shifting focus to promotions and value.

In June, U.S. grocery unit sales fell 1.8% year-over-year as consumers cut back on purchases despite food prices rising about 33% since 2019. This decline marks a shift from previous growth driven by inflation, as shoppers increasingly seek cheaper brands, use coupons, and respond to promotions. Companies like PepsiCo, Walmart, and Kroger are adjusting by emphasizing price cuts and value deals to attract budget-conscious buyers. This trend highlights a broader consumer sensitivity to costs amid rising living expenses and reduced government benefits, signaling a move from dollar growth to volume growth in the grocery sector.

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