Independent grocers hold a distinct competitive advantage in customer service, community engagement and locally sourced products, according to a new national study from the National Grocers Association and The Feedback Group, which also identifies digital capabilities and value communication as the sector’s biggest opportunities.
“What Shoppers Want 2026: Independent Grocers’ Competitive Edge” – based on a survey of 5,000 U.S. supermarket shoppers – found that 60 percent of shoppers visit independent grocery stores at least occasionally.
“Independent grocers have long understood that their greatest competitive advantage is the relationships they build with their customers and communities. Now, we have the data to reinforce that,” said Greg Ferrara, NGA president and CEO. “This research demonstrates that shoppers value the personalized service, local products and community commitment that define independent grocery stores. It also provides a roadmap for how our members can build on those strengths through innovation, greater convenience and more visible savings.”
Key findings
- Local connections drive preference: Shoppers cite personal and friendly service (54 percent), community support (51 percent), fresh food quality (48 percent) and local products (47 percent) as leading reasons for choosing independents.
- Digital gap: While 57 percent of independent grocery shoppers have purchased groceries online recently, only 59 percent say their primary store offers online ordering, versus 85 percent of chain stores. (The stakes keep rising: online grocery captured a record 20.9 percent of total U.S. grocery spending in the third quarter, per Brick Meets Click.)
- Loyalty runway: Just 56 percent of independent grocery shoppers are enrolled in loyalty programs, compared to 81 percent of chain shoppers, despite strong interest in personalized savings and digital coupons.
- Fresh and prepared foods stand out: Shoppers recognize the value and healthfulness of independents’ prepared foods, creating opportunities to expand meal solutions.
- Inflation perception: Shoppers believe a $100 grocery basket from a year ago now costs about $145.
- Consolidation concerns: 63 percent of shoppers expect fewer choices and higher prices as the marketplace becomes more concentrated.
“Perceptions like that shape every shopping decision, so independents can’t stay quiet about value,” said Doug Madenberg, chief listening officer at The Feedback Group, of the basket-cost finding. “The good news is that shoppers who choose independents are more engaged online – and more focused on food and health – than many operators assume. That’s a real opportunity.”
“Independent grocers play a critical role in maintaining competition, choice and affordability in communities across the country,” Ferrara added. “Ensuring they can compete on a level playing field is essential to preserving the very qualities consumers value most.”
The findings will be presented in greater detail during a Madenberg-led session at NGA’s Executive Conference, Oct. 20-22 in Chicago.
NGA represents the retail and wholesale community grocers of the independent sector, which generates more than $250 billion in sales and 1.1 million jobs. The Feedback Group provides stakeholder feedback programs for U.S. grocery retailers and wholesalers.