Most people have a favorite grocery store, whether for the prices, convenient location, or product selection. But even the most loyal shoppers have limits.
According to the 2026 State of Fresh Grocery Shopping Report, 78% of Americans surveyed have switched grocery stores because of the quality of fresh food departments. While affordable prices and convenience still matter, shoppers are paying closer attention to the condition of the food they buy, especially fruits, vegetables, meat, dairy, and baked goods.
The findings suggest that grocery stores could be losing customers over something as simple as bruised produce, poorly stocked shelves, or food that doesn’t look particularly fresh.
Fresh food can make or break a grocery store’s reputation
The survey, which included 1,000 American adults in March 2026, found that 91% consider fresh food departments an important factor in determining whether they trust a grocery store. For many shoppers, the condition of the produce aisle or meat counter says a lot about how well the store is managed overall.
It’s easy to see why. Nobody wants to spend money on strawberries that are already turning mushy, lettuce that’s starting to wilt, or vegetables that look like they’ve been sitting on the shelf for too long. Finding these items occasionally might be frustrating, but seeing them repeatedly can make shoppers question whether the store is worth visiting at all.
The survey also found that 43% of respondents cited old or spoiled-looking food as a major reason they lost trust in a grocery store. And the concerns don’t necessarily stop with the fresh food department. When one section looks poorly maintained, shoppers may start questioning the quality of everything else.
Low prices aren’t always enough to keep customers coming back
With grocery prices putting pressure on household budgets, many Americans still prioritize affordable food. But the survey suggests that shoppers aren’t willing to sacrifice quality just to save a little money.
When given two equally convenient grocery stores, 46% of respondents said they would choose the one with better fresh-food departments, compared with 40% who preferred the store with lower prices.
That doesn’t mean shoppers have stopped looking for bargains. Instead, they’re weighing whether those bargains are actually worth it. A container of strawberries might cost a dollar less at one store, but if half the berries go bad before anyone can eat them, the savings disappear pretty quickly.
The same goes for vegetables, meat, and other perishable groceries. When food spoils faster than expected, families end up spending more to replace it or adjusting their meals around what they can still use. Over time, those disappointing purchases can make a slightly more expensive grocery store seem like the better value.
Related: 10 Grocery Store Perks That Won’t Cost You a Thing
Shoppers are willing to change stores over poor-quality produce
Grocery store loyalty isn’t necessarily as strong as retailers might hope. The survey found that most shoppers have changed where they buy groceries because they were dissatisfied with the quality of fresh food at their regular store.
For some customers, that might mean making an occasional trip to another supermarket for better produce. Others may decide to move most of their grocery shopping elsewhere, especially if they’ve had repeated problems with food quality.
And it’s not necessarily just about finding spoiled items. Messy, poorly stocked, or neglected fresh food departments can leave shoppers wondering how carefully products are handled. Even when the prices are competitive, a store that consistently struggles to keep its produce looking appealing may have a harder time convincing customers to return.
For grocery stores, the findings remind us that customer loyalty depends on more than weekly sales and discounts. Shoppers want to feel confident the groceries they bring home will last long enough to use.
Fresh food is also keeping Americans shopping in person
Despite the convenience of online grocery ordering and home delivery, many Americans still prefer to choose their fresh groceries themselves.
The survey found that 74% of respondents cite fresh food departments as a major reason they keep shopping in person. Being able to inspect fruits and vegetables, compare meat packages, and choose products based on appearance gives shoppers more control over what ends up in their carts.
Anyone who’s ordered groceries online and received bruised fruit or produce past its prime can probably understand the appeal. While delivery services can save time, they also require customers to trust someone else to select items they would normally inspect themselves.
For households trying to stretch their grocery budgets, choosing fresh food in person can help reduce the chances of bringing home something that needs to be thrown away almost immediately.
Grocery stores may have to do more than offer good deals
The survey suggests grocery stores can’t rely solely on low prices, convenient locations, or familiar names to keep customers coming back. Shoppers want fresh, appealing food, and they’re willing to change their shopping habits when stores don’t meet those expectations.
For consumers, the issue comes down to getting their money’s worth. Finding affordable groceries matters, but so does knowing the food will still be good when it’s time to prepare dinner.
If a grocery store repeatedly falls short, shoppers have made it clear they’re willing to spend their money elsewhere.
