Local grocer trust remains a decisive competitive advantage as shoppers grapple with high food prices and rising digital expectations, according to a new national consumer survey from retail technology provider Swiftly.
The company’s fourth annual True Cost of a Grocery Shop survey found nearly eight in 10 shoppers trust their neighborhood grocery store more than national giants such as Amazon or Walmart to deliver fair, personalized deals. That trust persists even as consumers increasingly rely on digital tools to plan trips and stretch household budgets.
As grocery costs continue to strain families, trust has become more than a perception issue. Instead, it now directly shapes where and how shoppers spend their money.
Local Grocer Trust Strengthens Amid Affordability Pressure
Affordability pressure remains widespread. The survey found that 68% of shoppers still struggle to afford groceries, marking the fourth consecutive year in which consumers reported ongoing financial strain.
As a result, shoppers have become more deliberate in their purchasing decisions. More than half of respondents (55.71%) said discounts and promotions now guide their purchasing decisions.
In this environment, local grocer trust carries added weight. Shoppers increasingly believe neighborhood retailers will treat them fairly and help them save, even as national chains expand their digital reach.
Independent and regional grocers, however, operate in a challenging market. According to the U.S. Census Bureau, independent retailers represent more than 98% of all U.S. retail firms, yet many face shrinking margins, consolidation pressures, and competition from tech-driven national brands.
That contrast creates both urgency and opportunity.
Digital Tools Now Define How Trust Converts to Loyalty
While trust anchors consumer sentiment, shoppers increasingly expect retailers to support that trust with seamless digital experiences.
Nearly seven in 10 respondents said they rely on loyalty cards to manage grocery costs. In addition, 71% use coupons, and more than one-third use a retailer’s mobile app every week.
These behaviors highlight a clear shift. Shoppers no longer separate trust from technology. Instead, they expect trusted local grocers to deliver digital convenience that makes savings easy to find and apply.
Personalization is also playing a growing role. The survey found that more than half of shoppers plan trips around available discounts. Meanwhile, 44% act on personalized recommendations delivered through loyalty programs or digital channels, and 37% said promotions would prompt them to switch brands.
Together, the findings show that data-driven engagement has become a baseline expectation rather than a competitive extra.
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Rising Prices Push Shoppers Toward Digital Engagement
As food prices continue to climb, shoppers signal an even stronger willingness to engage digitally with retailers they trust.
More than 65% of consumers said rising prices would directly change how they shop. Among those respondents:
- 48% would use more digital coupons and cashback offers.
- 46% would download a retailer’s app to find better deals.
- 43% would join a grocery loyalty program.
- 42% would shop more frequently in-store.
These responses reinforce how local grocer trust, when paired with practical digital tools, can drive trips, engagement, and long-term loyalty.
Rather than abandoning brick-and-mortar stores, shoppers appear eager to deepen relationships with retailers that help them navigate economic pressure.
Industry Leaders See a Defining Moment
Swiftly executives said the data points to a critical turning point for independent and regional grocers.
“This year’s findings highlight a defining moment for regional and independent grocers,” said Henry Kim, CEO of Swiftly. “Shoppers are telling us two things loud and clear: they trust their local stores more than national giants, and they expect digital convenience, personalized value, and real-time savings.”
Kim added that grocers who combine community trust with modern digital engagement will shape the next phase of grocery retail.
Sean Turner, Swiftly’s CTO and co-founder, echoed that view, emphasizing that trust alone no longer suffices.
“Trust has always been the competitive edge for neighborhood grocers,” Turner said. “What’s changed is how it must be delivered. Today’s shoppers expect savings to be simple, intuitive, and highly personalized across mobile, web, loyalty, and in-store touchpoints.”
Survey Methodology and Outlook
Swiftly conducted the True Cost of a Grocery Shop 2025 survey online, gathering responses from more than 1,400 U.S. grocery shoppers age 18 and older. Participants did not receive compensation.
The results underline a consistent message across income levels and regions. Local grocer trust remains strong, but its future value depends on execution. Grocers that invest in apps, loyalty programs, and personalized promotions stand best positioned to turn trust into measurable growth.
For independent and regional grocers, the message is clear. Shoppers already believe in them. Now, technology must prove that belief worthwhile.