According to the Food Marketing Institute U.S. Grocery Shopper Trends 2007, consumer shopping attitudes and behaviors are significantly changing, largely due to foodborne illness outbreaks and high energy costs. Consumer confidence in food safety has declined from 82% in 2006 to 66% in 2007.

Consumer confidence in the U.S. food supply measured at an all time low, since 1989 (apple and grape contamination). Some 38% of consumers refrain from specific purchases due to safety concerns, compared to 9% in 2006. The most frequently mentioned items consumers are declining to purchase are spinach (71%), lettuce (16%), bagged salad (9%), and beef (8%). (Note: Survey conducted in January, 2007 during e.Coli in spinach outbreak.)

High energy costs are also affecting consumer behavior for 41% of the total respondents:

• Cook more, eat out less (69%)
• Use more leftovers (62%)
• Purchase grocery store brands over national brands (56%)
• Purchase fewer food items (52%)
• Buy more canned, frozen, boxed foods over fresh (30%)
• Purchase more prepared foods from grocery store over going out (21%)
• High cost of gas is reducing overall number of trips to grocery store per week
• Cost and health concerns are encouraging more to cook at home

In addition, a “two-store shopping strategy” is becoming more apparent within the population, where dry and non-grocery items are purchased at discount stores while fresh, frozen and organic foods are purchased at traditional grocery stores.