Grocery unit sales have continued to shrink, marking the fifth consecutive month of decline. This trend indicates a significant shift in consumer behaviour as shoppers reduce the amount of goods they purchase.
According to an analysis from Bain & Company and NielsenIQ, as reported by Food Dive, the current contraction in volume has surpassed the impact of pricing growth and inflation. This suggests that consumers are actively buying less rather than simply paying more for the same items.
