SNAP Shoppers Emerge as Grocery's New Powerhouse Spenders

Households receiving SNAP benefits now outspend their non-SNAP counterparts by 23% on food and beverages, establishing them as a formidable consumer segment in the grocery sector, according to a new report from market research firm Circana.

• Shopping cart kings: This group makes nearly 30% more shopping trips and now accounts for over $330 billion in total grocery spending. The data shows they are a "powerhouse consumer group," according to Circana's Sally Lyons Wyatt.

• Dollars and cents: Conventional food retailers are taking in nearly half of all SNAP dollars, a figure that grew from the prior year. While three-quarters of spending goes to national names, private brands are gaining ground.

• Wrapped in red tape: The findings arrive just as the "One Big Beautiful Bill Act" (OBBBA) begins to reshape the federal program. At the same time, nearly 20 states are implementing their own purchasing restrictions, forcing retailers to navigate a maze of new rules.

Retailers and manufacturers who prioritize value and convenience for these shoppers will be best positioned for growth, according to Circana's analysis.