The data: Even as inflation continues to wane, 70% of US consumers say they are struggling with the price of food, per a Swiftly consumer survey.

The opportunity: The survey also found 55% say they base their grocery shopping decisions on promotions and discounts—up 5% from last year. That finding echoes another survey, by Civicscience, which found 60% of consumers are looking for items on sale while grocery shopping and 48% are purchasing store brands.