Rabobank | Earnest Analytics

The Earnest Files: US shoppers adjust to financial pressure


Using Earnest's debit and credit card transaction data, Rabobank found that many US consumers adjusted their food spending to adapt to the challenging financial situations they found themselves in throughout 2023. These included higher costs of living and credit card debt—issues we predict will remain front and center in 2024. Key topics analyzed in this exclusive report include:

Foodservice - customers are eating out less, and ordering in more

Food retail trends - big box and supermarkets trending down, while specialty and discount are accelerating

Online grocery orders remain strong—above pre-pandemic levels

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