Attest: Consumers Struggle to Afford Food

Due to high food prices, nearly 60% of Americans say they are struggling to afford the food they want, according to new data from consumer research firm Attest.

In its new report titled Facing Up to Food Insecurity, Attest also found that most Americans shop for groceries once a week ( 40%), followed by 2-3 times a week (29%). Shoppers are also most likely (at 67%) to go to 2-3 different stores for their groceries, with just 27% staying loyal to one supermarket. 

Over a third of those surveyed (34%) say they never shop at independent food stores or farmers’ markets, while 40% of shoppers will “regularly” go to a farmers’ market to purchase food and drink items. 

“Food prices remain stubbornly high, and our latest data shows nearly 59.5% of Americans are currently experiencing some level of difficulty affording food,” said Jeremy King, CEO and founder of Attest. “It’s a stark statistic, which means food & beverage brands and retailers must continue to adapt to real consumer needs imposed by macroeconomic conditions. It’s likely that the outlook will remain challenging for months to come, with the certainty that food & beverage consumption is in a state of transition and the possibility that some of these new consumer behaviors will become permanent. As ever, understanding what’s happening in the minds of consumers is the key to understanding how to win in a rapidly evolving market.”  

To combat high prices, Americans are making food at home more often. More than eight in 10 (85.5%) Americans cook regularly, with 43% admitting they “love” cooking. Over a third of consumers (34%) say they eat their own food that is cooked from scratch most days a week, followed by 30% who do the same for 3-5 days a week.

When it comes to at-home cooking, consumers get inspiration from recipe websites and apps (36%), followed by social media (28%) and friends and family (21%). Most consumers (39%) will eat at a restaurant 1-3 times a month, or less frequently than monthly (22.8%), while 31% of consumers get takeout food 1-2 times a week, followed by 22% who treat themselves a few times a month.

The full report can be found here.