2025 was a year of transition for independent natural retailers. Despite economic uncertainty, pricing pressure, and supply consolidation, independents continued to outperform expectations. Not because they were leading the way in technology, cost-cutting measures, or high-margin categories, but because of their continued commitment to authenticity and trust.
From Convenience to Personalized Touch
A recent study from Swiftly shows that 80% of shoppers trust their neighborhood brick and mortar store more than national giants like Amazon or Walmart to offer fair, personalized deals. The reasons for this shift from convenience to more intentional and values-based shopping are numerous, but among them include the fact that independent retailers have a personal, hyperlocal touch that is absent from most large chains. Their agility and interconnectedness allow them to evolve their product mix more quickly, offer personalized service, and above all, foster the critical trust that creates repeat customers.
However, today’s independent retailer faces a unique challenge—how to maintain their integrity while thoughtfully evolving to meet the needs of today’s price-focused, and digitally native consumers. The same Swiftly study also showed that shoppers are increasingly reaching for the economical choice, with 71% using coupons to manage rising grocery costs, and nearly 56% shopping based on current promotions. But it isn’t just price that customers care about.
Technology's Growing Role in Independent Success
Across the grocery sector, we’ve seen technology play a bigger role in all aspects of operations - from promotional planning to inventory management and loyalty programs. Technology is now also playing a critical role in how shoppers navigate store promotions, with more than a third using retailer mobile apps weekly, according to Swiftly. By strategically incorporating the right tools, independent retailers can free up more space to do what they do best; invest time into personalized service and community connection.
It’s clear that the winning strategy for independents going forward is one that blends authenticity and trust-building with a technology-savvy approach to savings and in-store activations. Pat Sheridan, INFRA President & CEO, commented in a recent article from Whole Foods Magazine, “this next phase of growth belongs to independents who evolve thoughtfully without losing their independent identity... customers choose independent retailers because they trust the integrity of their decisions. If they lean into shared strengths and community-driven innovation, independents will continue to lead in a way that only independents can.”
The Independent Natural Food Retailers Association (INFRA) is leading the way in helping independent retailers compete in this ever-changing industry. Whether it be through collective purchasing power, promotional programs that grow store sales and drive shopper engagement, or data and reporting solutions, INFRA is here to help independents thrive. Learn more at naturalfoodretailers.com.
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