A new consumer study released by retail technology provider Swiftly shows a strong trust advantage for neighborhood grocery stores over national competitors, suggesting a potential competitive edge for independent and regional grocers amid ongoing affordability pressures.
The True Cost of a Grocery Shop 2025 survey, conducted online of more than 1,400 U.S. grocery shoppers, found that nearly 80 percent of respondents trust their local brick-and-mortar grocery store more than national giants such as Amazon or Walmart to deliver fair, personalized deals – a sentiment that persists even as digital engagement and e-commerce grow.
Trust advantage comes at critical time
Swiftly said independent retailers represent more than 98 percent of all U.S. retail firms, yet many continue to face margin pressure and intensifying competition from tech-enabled national chains. The survey’s results come as grocers grapple with sustained consumer concern over rising food prices — 68 percent of shoppers reported ongoing difficulty affording groceries.
In addition to trust metrics, the research highlighted how consumer behavior intersects with value-seeking and digital engagement. More than half of shoppers said discounts and promotions are driving their buying decisions, while many rely on loyalty cards, coupons and retailer mobile apps to manage costs and stretch budgets.
According to Swiftly, the data points to a defining moment for independent and regional grocers. While deep community trust remains a core strength, the company said winning in the modern grocery landscape requires integrating that trust with digital convenience, personalized savings and real-time offers that meet rising shopper expectations.
“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,” said Swiftly CEO Henry Kim. “The grocers who combine these strengths — deep community trust supported by modern digital engagement — will be the ones who lead the next era of grocery.”
The survey showed that consumer expectations increasingly tie trust to digital experience — with nearly 70 percent of respondents relying on retailer mobile apps, loyalty programs and coupons weekly to find savings. Swiftly said this underscores the need for grocers to invest in technology that makes value easy to find and highly relevant.
The findings reflect a broader industry trend in which local grocers seek to fortify their longstanding community relationships with digital tools and personalized experiences to turn shopper trust into long-term loyalty and measurable growth.
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