FMI Report Finds Shoppers Visit More Than 5 Grocery Banners Per Month

FMI – The Food Industry Association has released the U.S. Grocery Shopper Trends 2026 report, developed in partnership with The Hartman Group, finding that shoppers continue to value grocery shopping in-store. The report outlines elements of the evolving physical grocery shopping experience that build shopper loyalty and repeat visits.

“In an effort to fulfill their unique definitions of value, consumers visit more than five separate grocery store banners on average per month despite growing omnichannel grocery shopping trends,” said Leslie G. Sarasin, president and CEO of FMI.

“Shoppers tell us they seek stores with certain personality traits that meet their household needs. One store may offer an entertainment-based shopping experience, while another offers stock-up options or bargain hunting. It’s important for food retailers to ask themselves, ‘What personality does my store have?’ and ensure that personality grows customer loyalty.”

Grocery shopping remains positive experience

“Consumer perspectives may shift with the times, but grocery shopping remains a positive and purposeful experience for Americans,” said Steve Markenson, VP of research and insights for FMI.

“Our research shows shoppers continue to find enjoyment and meaning in how and where they buy food, as evidenced by a consistent U.S. Grocery Shopper Sentiment Index, which tracks how Americans feel about grocery shopping.”

Key findings

The report offers several data points that independent grocers can use to benchmark their performance and identify opportunities:

Weekly grocery spend: Americans spend an average of $169 per week on groceries as of February.
Trip frequency: Americans make 1.6 individual grocery shopping trips per week (1.6 for men, 1.5 for women). Households with children make 1.8 trips per week. In total, American households make 2.8 grocery shopping trips per week.
Banner loyalty: Americans visit 5.4 separate banners per month for grocery items. Gen Z and millennial shoppers are even more likely to shop around, visiting 6.7 and 6.1 separate banners per week, respectively.
Primary store preference: 54 percent of Americans report always shopping in-store at their primary store. Only 15 percent say they grocery shop at their primary store the same amount in-store and online.

What consumers value about in-store shopping

Grocery shopping in person gives consumers a greater sense of control, confidence, and efficiency, especially when choosing perishable items like produce and meat. Shopping in person also plays an important social role, helping consumers care for their households and stay connected to food, culture, and shared experiences.

If consumers could not grocery shop in person, they report missing:

The ability to select products (48 percent);
Human connection (22 percent);
Enjoyable experiences (22 percent);
The selection of products in the store (21 percent);
Lower cost (20 percent);
Discovery (17 percent); and
Ease of shopping (15 percent).

In-store grocery shopping experiences that are intentionally designed to offer simple, efficient, enjoyable, clean and non-overwhelming experiences tend to build shopper loyalty. Shoppers also return to stores that have a personality that meets their needs, like mass retailers allowing for bulk buying and specialty retailers offering cultural products.

Where people shop

According to the report, the percentage of Americans who get their groceries from each channel is:

Supermarket: 77 percent;
Mass store: 67 percent
Club store: 45 percent;
Limited Assortment store: 36 percent;
Dollar store: 32 percent; and
Online-only retailer: 28 percent.

Technology is a seamless part of today’s grocery shopping experience. Seventy-seven percent of grocery shoppers use digital technology before shopping, and 71 percent use it while shopping.

What this means for independent grocers

The data offers several strategic takeaways for independent operators. First, the fact that shoppers visit 5.4 banners per month means independents are rarely anyone’s only stop. Instead, success comes from earning a specific role in the household’s weekly routine – whether that’s produce quality, meat counter service, ethnic specialties, or simply a pleasant, efficient experience.

Second, the 54 percent of consumers who always shop in-store at their primary store represent a loyal base, but the 15 percent who split evenly between in-store and online point to the importance of having e-commerce options. Independents without pickup or delivery may be ceding those trips to competitors.

Third, the top missing elements if in-store shopping disappeared – product selection (48 percent) and human connection (22 percent) – play to independent grocer strengths. National chains may win on price, but independents can win on the ability to select specific produce or meat cuts and on building personal relationships with shoppers.

Finally, the “store personality” concept matters. Independents should be able to articulate what their store stands for – bargain destination, specialty purveyor, community hub, quick trip – and ensure every department reinforces that identity.

Methodology

FMI’s U.S. Grocery Shopper Trends 2026 report includes findings from a nationally representative survey fielded Feb. 4-18 of 2,023 respondents and an online ethnographic study, drawing upon The Hartman Group’s accumulated ethnographic research into U.S. food consumption and consumers.