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Rising food prices are changing how Americans shop, but age plays a key role in how people manage their budgets.
As grocery and food prices continue to climb, Americans across all age groups are feeling the pressure. New research from AARP, based on nationally representative data from Humantel, shows that while inflation is widespread and everyone is becoming more cost-conscious, consumers 50-plus and those under 50 respond differently to grocery shopping.
Key findings at a glance
- Grocery prices are a top concern for Americans, alongside issues such as income and housing costs, environmental risks, and government accountability.
- Consumers 50-plus are more likely to feel affordability pressure, with many saying food prices now exceed what they can afford.
- Across age groups, consumers are becoming more cost‑conscious, comparing prices, cutting back on premium items, and choosing lower cost grocery stores.
- Older consumers tend to tighten control, relying more on discounts, store brands, and reduced impulse purchases.
- Younger consumers are more likely to make trade‑offs, such as buying in bulk, choosing processed foods, or adjusting food choices to stretch budgets.
Why it matters
These patterns show that inflation is not only straining household budgets, but it is also influencing everyday food choices in ways that may have longer term implications for nutrition, health, and financial well‑being. Understanding how consumers 50-plus and those under 50 navigate rising costs can help policymakers, businesses, and communities better support financial resilience during periods of economic pressure.
Methodology
This spotlight draws on data from the Humantel Food & Economy Survey, fielded in December 2025 among 4,216 U.S. adults ages 16 to 74. The data were weighted to make the results representative of the 16 to 74 population.
For more information, please contact Matrika Chapagain at mchapagain@aarp.org. For media inquiries, contact External Relations at media@aarp.org.
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