- 84% of U.S. consumers say grocery prices remain high despite slower inflation.
- Nearly half of households plan to grow their own food, mainly fruits and vegetables.
- Consumers are adapting by seeking discounts and switching to cheaper brands.
According to Purdue University’s Consumer Food Insights Report, 84% of Americans describe grocery prices as high, with 18% calling them “very high.”
In response, many shoppers are changing their behavior — 30% seek more discounts, while 26% are shifting to lower-cost brands. Additionally, 44% of households report they are either currently producing or planning to produce food at home, with vegetable and fruit gardening topping the list.
Homegrown Solutions: How Families Are Responding to Persistent Food Costs
While official inflation numbers have eased, consumer sentiment tells a different story. Most Americans still perceive grocery costs as burdensome, with many unclear on what’s fueling the increases. This disconnect highlights ongoing economic anxiety, especially as food remains a non-negotiable expense.
Consumer behavior is adjusting accordingly. More people are buying sale items, using coupons, and switching to private-label or store-brand goods. This shift not only reflects financial pressure but may also reshape long-term brand loyalty and retail dynamics.
Meanwhile, there’s a growing grassroots movement toward home food production. With warmer weather on the way, many households are turning to gardening as a cost-saving and empowering alternative. The most common choices are fruits and vegetables, indicating a focus on healthy, staple foods.
Beyond economic benefits, gardening offers psychological and environmental value. Producing food at home can reduce dependence on supply chains, provide peace of mind, and connect people with nature — all of which gained importance during and after the pandemic.
As grocery costs continue to challenge household budgets, more Americans are taking control by growing their own food — a small but significant shift in lifestyle and resilience.
“When the going gets tough, the tough get growing.” — This modern twist on a classic phrase captures how consumers are turning to home gardening in response to economic pressure.
