How to Serve SNAP Households Through Mobile Apps
Shoppers who rely on food assistance are showing strength in numbers, but strain at checkout.
New data from the U.S. Department of Agriculture (USDA) shows participation in the Supplemental Nutrition Assistance Program (SNAP) held steady year-over-year at 41.7 million individuals. In contrast, total funding dropped by 12% in fiscal year 2024, primarily due to the expiration of pandemic-era emergency allotments.
With monthly benefits down and grocery prices still high, SNAP households are navigating inflation with less support. Most recipients live below the federal poverty line and when benefits need to be stretched, many turn to local resources such as food pantries.
And more change is coming:
- A newly passed federal law will reduce SNAP funding by $186 billion over the next decade.
- Starting in late 2025, work requirements will expand to cover all childless adults aged 18 to 64.
- In 2026, there are 12 states set to begin restricting purchases of soda, candy and other processed foods using SNAP, shifting some food costs to households.
A High-Impact CPG Shopper Base
Despite financial limitations, SNAP shoppers represent a massive and influential consumer segment. In 2024, SNAP households collectively spent $99.8 billion in benefits alone.
A 2023 report from consumer insights company Numerator estimates SNAP households account for 24% of U.S. consumer goods spending. As of April 2025, SNAP shoppers spend most frequently on key consumables like beverages, dairy, produce, and frozen foods. They over-index at Walmart, Dollar Tree, and Dollar General with the largest share of wallet going to Walmart, Kroger and Costco.
The Landscape: Fragmented, Frustrating and Ready for Innovation
SNAP is federally funded, but each state runs its own Electronic Benefit Transfer (EBT) system through private contractors. For users, the EBT card functions like a debit card. The challenge for consumers is that state-run mobile interfaces vary widely in usability.
This fragmented landscape has led to the emergence of third-party mobile apps that fill the gap:
| App | What It Offers |
| Propel (Providers) | Real-time EBT balance tracking, resource guides, exclusive discounts |
| Benny | Balance tracking, receipt-based cash-back, rebate offers, reloadable card |
| State portals | Many state-run EBT portals are outdated, hard to use or only offer partial functionality |
The Opportunity for CPG Brands
Benny, for example, is actively inviting CPG companies to pilot targeted rebate campaigns that reach SNAP households.
Benny CEO Rishi Ahuja said: "SNAP households are resourceful, high-frequency shoppers—but they've been largely overlooked by brands. Our goal is to make everyday savings meaningful and immediate for the people who need it most."
Within the app, users browse branded and non-branded deals, opting in (and out) with a swipe. Users can link store loyalty accounts for key retailers like Walmart or Kroger, automating receipt capture. Users can also upload receipts from any retailer supporting EBT. Pilot results have shown a 3x-plus sales lift and $3-plus iROAS (incremental return on ad spend).
DIGITS CEO Dave Glaza said: "Our brand clients have asked us for ways to reach SNAP audiences at the big grocers, but very limited options exist. We were pleased to find Benny as a direct way to reach this underserved audience. It fills a brand and shopper marketing void and it's showing the sales lift results."
Why It Matters
With 1 in 8 Americans relying on SNAP, mobile access is no longer a nice-to-have — it's essential. Apps are stepping in where state systems fall short, offering tools that elevate EBT management experiences. For CPG brands, these apps offer a unique opportunity to engage SNAP shoppers with rebates that go directly to the consumer, on a platform tailored to meet their needs.
About the Author
Blair Casey is the Account Lead – Rebates App at DIGITS, a retail media agency helping brands and retailers —from major chains to regional grocers — plan, activate and optimize digital campaigns.
