Americans got a rare bit of good news on Thursday, when the Commerce Department announced that the U.S. economy—as measured by Gross Domestic Product— expanded at a 2.8 percent annualized rate in 2024’s second quarter, exceeding most economists’ expectations and double the rate recorded during this year’s first quarter.

While the news is the latest indication yet that the U.S. may have dodged a recession and is on track for a “soft landing,” a recent survey by retail data science platform 84.51° suggests it might not be enough to soothe shoppers’ ongoing anxieties surrounding the current rate of inflation, which, although on a downward trend in recent months, still sits at a 23-year high.

The survey, which polled consumers about their shopping habits, found that two-thirds of shoppers (66 percent) reported being concerned about inflation, compared to only 61 percent recorded during the same time last year and the highest percentage recorded by 84.51° since March 2023.

As a result of these fears, the report confirmed what most Americans already know: Shoppers are modifying their purchasing behaviors and are regularly hunting for deals, suggesting that value messaging may be a winning strategy for food and retail marketers for the foreseeable future. Nearly two-thirds (64 percent) of shoppers said they now look for sales and coupons more often than previously. More than half (54 percent) reported switching to lower-cost brands. More than half (51 percent) of shoppers said they’ve cut back on non-essential items like snacks and candy and the same percentage (51 percent) indicated that they plan to eat at home more often in the coming months.

Nearly half (44 percent) said the state of the economy has compelled them to purchase fewer items during their grocery trips altogether, and a third (33 percent) said they’re now cooking items at home either from scratch or with limited pre-prepared foods.

84.51°’s "July Consumer Digest" report was based on an opt-in survey of 400 participants who have shopped at a Kroger grocery store at some point within the past three months. The survey was conducted by 84.51°’s Consumer Insights and Loyalty department.