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NEW YORK—Soaring grocery prices are forcing millions of Americans to make difficult choices, from buying unhealthy food to skipping meals, according to a new study by Qualtrics on behalf of Intuit Credit Karma. The survey of over 2,000 U.S. adults highlights the growing financial strain caused by inflation. Seventy-seven percent of respondents identified grocery costs as their most significant expense increase, followed by utility bills (39%) and gasoline (37%).
With essentials eating up a larger portion of household budgets, 30% of respondents report spending more than 60% of their monthly income on bills, groceries, and housing. This financial pressure is particularly severe for those earning less than $50,000 annually, with 40% of this group allocating the majority of their income to necessities.
Many Americans are adopting cost-saving strategies, such as purchasing generic or store-brand products (56%) and shopping at discount retailers (35%). However, for some, these adjustments aren’t enough. One in five respondents (20%) say they opt for less nutritious food due to lower prices, while 25% admit to occasionally skipping meals—a figure that rises to 32% among Gen Z respondents. Additionally, 21% of Americans have had to forgo other necessities to afford groceries.
Despite these challenges, many Americans do not qualify for government assistance. Half (50%) of those surveyed report earning too much to be eligible for food stamps or other benefits, yet not enough to comfortably afford basic living expenses. Meanwhile, 17% of respondents have applied or considered applying for food assistance, and 16% have turned to food banks for support.
Inflation’s impact is also leading to increased debt and financial instability. More than a quarter (26%) of respondents have taken on debt to afford necessities, 24% have depleted their savings, and 17% have postponed medical care due to financial constraints. Alarmingly, 30% of Americans say they cannot save any money at all.
As financial stress mounts, emotional distress is also rising. Nearly one in five respondents (19%) report feeling ashamed about their inability to afford groceries, underscoring the profound personal toll of the economic climate.
“The rising cost of essentials, particularly groceries, is putting immense financial pressure on American households across various income levels, forcing people to make difficult tradeoffs that may be suboptimal for their health,” said Courtney Alev, consumer financial advocate at Intuit Credit Karma. “Everyone should feel empowered to tap into all resources available to them, and if you’re looking for ways to save on groceries, I recommend shopping with a list to avoid impulse purchases, choosing in-season produce for better prices, and meal planning around your local store’s sales and promotions.”
The study highlights inflation's profound and widespread effects, particularly on lower- and middle-income households. While many Americans are adjusting to this new financial reality, the burden remains significant, especially for younger generations who may struggle to maintain their standard of living without substantial income increases.
The survey was conducted online within the United States by Qualtrics on behalf of Credit Karma from February 27, 2025, to March 11, 2025, among 2,074 adults ages 18 and older.
