Ibotta's annual State of Spend report reveals significant shifts in grocery shopping behaviors due to economic pressures, with 72% of consumers prioritizing essentials and showing increased price sensitivity at the expense of brand loyalty.

• Consumer spending on groceries continues to rise annually while discretionary categories like personal care face declines
• Digital promotions are proving effective with 36% of shoppers discovering new products through digital offers in the past month
• 68% of shoppers now use digital tools during in-store shopping to find deals or locate products
• 44% of consumers have used grocery delivery services in the past 30 days, indicating a shift toward hybrid shopping models
• Brands and retailers must adapt by embracing digital promotions, personalizing customer acquisition strategies, and optimizing omnichannel experiences