All eyes are on grocers as food prices remain stubbornly high and consumers continue to feel the effects of inflation despite its dampening. 

While consumer concern about food affordability over the past year has lessened, worries about rising food prices remain persistent, according to FMI — The Food Industry Association’s latest U.S. Grocery Shopper Trends 2024 report. 

Grocers have prioritized value messaging — whether through their private label lines, holiday promotions, foodservice offerings or in-store signage — as they look to demonstrate that they are committed to helping people save money on groceries. 

Stop & Shop, for example, highlighted that its new private label coffee line is value-centered, costing just under $8 for a 12-ounce bag or a 10-count of single-serve pods. 

In an extreme move, German discount chain Penny released new packaging for five private label products that feature the price in oversized type, highlighting that its brand is “always the most affordable choice,” the grocer’s head of marketing said in a statement. 

Here’s a look at how grocers are zeroing in on value.