Shoppers believe grocers are making 14 times more profit than they actually are and also believe food-at-home inflation is about two times higher than reality, according to a new dunnhumby analysis.
The survey taken in November found U.S. shoppers believe:
- Grocers are earning a 35.2 percent net profit margin, 14 times higher than the average of 2.5 percent.
- Consumers believe food-at-home inflation stands at 24.3 percent, more than twice the 10.4 percent year-over-year inflation figure released Tuesday by the U.S. Bureau of Labor Statistics.
