A Retail survey by Advantage Solutions found that none of the manufacturers and retailers questioned believed margin pressure had peaked, while a separate shopper study found ease of navigation was a more frequently cited reason for choosing a grocery store than everyday low prices.

Key Takeaways

  • Most manufacturers and retailers surveyed expect margin pressure to persist through 2027 or longer.
  • Nearly half of manufacturers plan to cut trade spending, while 70% of retailers require that support in response to supplier price increases.
  • In the shopper study, 23% said they used the same grocery store nearly all the time.

Retail survey points to pressure on suppliers and stores

Advantage Solutions released the two studies on October 28, 2026. Its Outlook Survey gathered 138 valid responses from manufacturers and retailers through two connected online surveys conducted between August 7 and September 15.

Among respondents, 69% of manufacturers and 66% of retailers expected margin pressure to continue through 2027 or longer. The survey also found a potential gap over promotional funding: 47% of manufacturers planned to cut trade spending, while 70% of retailers said they require such support when suppliers raise prices.

Both groups recognized shoppers’ interest in affordability, with 79% of manufacturers and retailers agreeing that consumers were seeking it. But 50% of retailers said shoppers wanted an easier shopping experience, compared with 26% of manufacturers.

Shoppers cite convenience and split grocery trips

In the separate shopper study, 62% of respondents cited a store being easy to shop and navigate as a reason for choosing their grocery retailer, compared with 57% who cited everyday low prices. The results reflect stated reasons for choosing a store, rather than a measure of purchases.

The company’s shopper study highlights put single-store loyalty at an eight-year low: 23% said they used one grocery store nearly all the time, while 66% split trips between a couple of preferred stores. The survey also found that 70% reported eating more meals at home than a year earlier.

The shopper study collected 8,675 valid responses between April 13 and May 1 from a sample designed to reflect nationally representative primary-shopper demographics.

Next milestone

Advantage Solutions is scheduled to present the shopper study highlights, alongside selected Outlook Survey findings, in a webinar on October 29 at 1 p.m. ET.

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