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Grocery inflation is improving, but why doesn’t it feel like it? [Video]

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Marketing Analytics and Reporting

U.S. wage growth surpassed grocery inflation in 2023, but the one year averages don’t reflect the bigger issue many shoppers face.

ST PAUL, Minn. — Grocery shopping for a Super Bowl party this year could cost you a little less than it did a year ago, at least if you’re opting for chicken wings and shrimp over beef and tortilla chips.

But after spending the previous few years navigating historic inflation with every trip down the grocery store aisle, the concept of saving money is relative.

“It’s almost become a game of whack-a-mole for consumers,” said Joe Redden, a marketing analytics professor for the University of Minnesota Carlson School of Management. “To figure out what’s going to be the next big thing with big price increases and figure out how do I change my eating habits based on what happens. You really see the sticker shock when you check out …

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