Consumers Prioritize Value, Choose Walmart
A continued shift in consumer shopping habits favor mass-channel retailers, and specifically Walmart, according to a 2026 study by customer data science company Dunnhumby.
Its most recent Consumer Trends Tracker (CTT) found that Walmart’s grocery penetration rose to 72%, compared to next-in-line Dollar General at 28.6%.
More than 190 million Americans shop at Walmart per month. The retail giant’s penetration rose 6 percentage points (pp) year over year, marking the largest growth in penetration among all retailers. A large part of what is driving this shift is the notable increase in financial insecurity among Americans ages 18-54, which rose to 70%, according to the report.
Mass-channel retailers are on par with traditional supermarkets at 79% penetration for the first time, the study also revealed, indicating a major shift in American shopping habits amid ongoing affordability concerns.
This isn’t the first time consumers’ shopping habits have shown such marked changes, though. Mass-channel penetration has increased five percentage points since CTT first started tracking in 2022.
Dollar stores have climbed to 42% penetration, overtaking club stores for the first time since August 2023, with Dollar General, Dollar Tree and Family Dollar each gaining 4-6 percentage points year over year.
"We are seeing that U.S. households are realigning where they shop based on affordability," Matt O’Grady, president of the Americas for dunnhumby, said in a media release. "What makes this different from the 2023 inflation spike is that consumer concern persists even as actual inflation moderates. The consumer is just not feeling it. Where they shop, how they use coupons, even how they adopt AI — everything aligns to saving money."
The rising popularity of mass retailers and dollar stores reflects increasing financial strain across U.S. households.
Seventy percent of working-age Americans (ages 18–54) have difficulty covering an unexpected $400 expense, with the strain most acute among lower-income households (71% for those earning under $50,000) and families with children (67%).
Even middle- and upper-income Americans struggle: 48% of those earning $50,000-$100,000 and 36% earning more than $100,000 report financial insecurity. Only seniors show relative stability, with 30% of Americans over 65 facing difficulty covering emergency expenses.
Key findings include:
- Food insecurity affects nearly 40% of Americans ages 45-54 (the highest rate among any age group) and one in three families with children, with the South Central (34%) and West (32%) regions experiencing significantly higher rates than the Northeast (22%).
- U.S. consumers perceive food inflation to be 19.6%, more than eight times the actual rate of 2.4% in December 2025. Households with incomes under $50,000 perceive inflation at 23.6%, nearly 10 times the actual rate.
- Despite financial pressures, consumers pulled back on aggressive price-seeking behaviors during the holiday season, with shopping at low-price stores declining and premium purchases dropping. Bulk buying increased, however, suggesting consumers selectively spent during December while maintaining long-term savings strategies through stockpiling.
- Nearly half of shoppers (47%) now redeem coupons through store loyalty programs. Fifty-two percent actively identify themselves to claim rewards. Sixty-eight percent of shoppers seek discounts on items they buy regularly, while 62% expect stores to offer abundant promotions.
- Just 15% of U.S. consumers use AI tools for grocery shopping, with trust emerging as the primary barrier. According to CTT, 38% of respondents do not see the need for it, and 37% prefer making their own shopping decisions. U.S. consumers show significantly more distrust in AI recommendations (19%) than the broader Americas average (12%). Among early adopters, the U.S. stands alone in prioritizing the use of AI for shopping lists (13%) over price comparison (12%).
