How Independent Grocers Can Meet the Modern Shopper in 2025

As consumer behaviors continue to shift in a complex post-pandemic and inflation-aware market, the 2025 U.S. Grocery Shopper Trends report from FMI: The Food Industry Association provides independent grocers with valuable insights into what shoppers expect, value, and need most. This year's theme, U.S. Grocery Shopper Landscape: Navigating Complexity in the Marketplace, focuses on trust, value, choice, and convenience.

The findings show great opportunity for independents if they continue to adapt to shopper needs and preferences while highlighting their differentiators this year.

Trust is Local: Opportunity for Independents

In an age of endless online options and big-box competition, local grocers continue to stand out when it comes to trust. “Shoppers who frequent smaller or regional grocery stores, including independents, express higher trust levels,” the report notes.

Key stat: 68% of shoppers say they trust their primary grocery store “a lot” — and that trust is often rooted in personalized service, staff familiarity, and community connection. Independent grocers can leverage this by emphasizing relationships, knowledgeable staff, and localized marketing.

“Trust is not only about food safety and quality — it’s about transparency, consistent pricing, and how grocers support their communities.” — FMI 2025 Shopper Trends

The takeaway for IGA retailers? Broadcast your independent status. Whether it's through Local Equals Fresh signage or a reminder that local dollars stay in the community, shoppers want to hear it.

Value Redefined: Not Just About Low Prices

Grocery shoppers in 2025 continue to prioritize value, but their definition has matured. While price sensitivity remains high due to inflation concerns, shoppers are also weighing quality, nutrition, and sustainability.

What matters most to shoppers now:

• Price transparency and fairness
• High-quality fresh departments
• Rewards and loyalty programs
• Clear labeling and health info

This is a key moment for independents to promote local, high-quality produce and meats while offering value through private labels, meal bundles, and loyalty perks.

“Value is holistic now — it means saving money, yes, but also time, effort, and ensuring food meets lifestyle needs.”

IGA retailers can cater to value-focused shoppers by highlighting offers in the National Digital Ad (use those shelf signs!), offering a loyalty program (speak with your IGA area director or wholesaler about the best option for your store(s)), and highlighting the quality of fresh departments.

Convenience is the New Differentiator

Today’s grocery shopper is juggling multiple responsibilities — and expects grocers to save them time and hassle. More than half of shoppers (57%) have used at least one online grocery method (e.g., click-and-collect or home delivery) in the past month, and hybrid shopping continues to grow.

But digital doesn’t replace the in-store experience — it complements it.

Actionable tips for independents:

• Offer online ordering, even if limited to curbside pickup
• Provide prepped meal kits and grab-and-go items
• Make store navigation easier with clear signage and digital shelf tags

“Convenience and flexibility have become non-negotiable for many households — especially those with children or full-time workers.”

Review IGA retailers' best practices here and in our Facebook group for meal kit and grab-and-go ideas, and speak with your wholesaler or IGA's Sarah Rivers about the best eCommerce options for you.

Shopper Habits Are Splintering

One of the biggest trends? Shoppers aren’t loyal to just one store. In fact, the average shopper now visits 4.1 different stores per month, choosing based on mission: one store for produce, another for bulk items, and yet another for online orders.

This makes it essential for independents to carve out a clear niche. What can your store offer better than anyone else? Think fresh meat, prepared foods, local goods, or specialty diet offerings. Then, get the word out — promote those differentiators in your ads, emails, and on social media.

“The mission-based mindset is driving fragmentation. Shoppers are more intentional — they know where they want to go for each need.”

Health and Wellness Are Front of Mind

Shoppers are increasingly health-conscious — 72% say they are actively seeking foods that support overall health and wellness. That includes:

• Fresh fruits and vegetables
• Lean proteins
• Foods with added functional benefits (e.g., probiotics, vitamins)

Independent grocers can capitalize by:

• Curating healthy grab-and-go options
• Offering signage and shelf tags for health-forward items
• Training staff to answer product questions

“Consumers look to their grocers as wellness allies — not just food suppliers.”

Digital Presence Remains Crucial

About 60% of households use digital grocery tools, and 30% shop online monthly. Independents who offer a streamlined digital presence — even if just through social media and email — can maintain mindshare.

Key digital opportunities:

• Weekly digital flyers and promotions
• Social media engagement
• SMS or app-based loyalty programs

“While the growth of online grocery has slowed, expectations for digital convenience are here to stay.”

In a crowded and increasingly digital grocery world, independent grocers still have powerful advantages — authenticity, agility, and proximity to their shoppers' lives. The 2025 trends confirm it: shoppers want connection, transparency, and confidence. The independent grocer who delivers these consistently will not only survive but thrive.

“Shoppers are asking more from grocers — but they’re also rewarding those who step up.”

Want a deeper dive into the FMI report, U.S. Grocery Shopper Landscape: Navigating Complexity in the Marketplace? Stay tuned for the upcoming episode of the Shopper Matters podcast, where IGA VP Brand Development Michael La Kier speaks with FMI VP Research & Insights Steve Markenson.