According to Gram Research analysis, where you shop for groceries significantly affects how many vegetables you eat. A 2026 survey of 698 shoppers in lower-income neighborhoods found that people shopping at small grocery stores ate vegetables 2.0 times per day, compared to just 1.52 times per day at big-box superstores. The difference was driven partly by shoppers perceiving vegetables as more affordable at smaller stores, suggesting that both store type and price perception influence vegetable consumption.
A new study of nearly 700 shoppers in lower-income neighborhoods found that where you buy groceries affects how many vegetables you eat. People who shop at small grocery stores and supermarkets eat significantly more vegetables than those who shop at big-box superstores. The research also discovered that shoppers who think produce is affordable at their store tend to buy and eat more vegetables. These findings suggest that improving how affordable and accessible vegetables seem at different store types could help people in underserved communities eat healthier.
Key Statistics
A 2026 cross-sectional survey of 698 shoppers in lower-income urban neighborhoods found that small grocery store customers ate vegetables 2.0 times per day compared to 1.52 times per day for supercenter shoppers, a statistically significant difference of 0.48 servings daily.
According to research reviewed by Gram, shoppers at small grocery stores rated produce as significantly more affordable than supermarket shoppers, and perceived affordability was independently associated with higher vegetable intake (P = 0.009).
The 2026 study found that 67.5% of surveyed shoppers in underserved communities used supermarkets as their primary store type, yet store type had no association with food security or fruit consumption—only vegetable intake differed by store.
The Quick Take
- What they studied: How the type of grocery store where people shop affects how many vegetables they eat and whether they have enough food to eat.
- Who participated: 698 shoppers from lower-income neighborhoods in urban areas. Most were regular customers at one main store type—either supermarkets, big-box superstores, buying clubs, or small neighborhood grocery stores.
- Key finding: People shopping at small grocery stores ate vegetables about 2 times per day, compared to only 1.5 times per day for supercenter shoppers. This difference was statistically significant and meaningful for daily nutrition.
- What it means for you: If you shop at a big-box store, you might be eating fewer vegetables without realizing it. Switching to a smaller grocery store or supermarket, or finding ways to make vegetables seem more affordable at your current store, could help you eat healthier. However, this study shows a connection, not proof that changing stores will automatically change your diet.
The Research Details
Researchers surveyed 698 people living in lower-income urban neighborhoods about where they shop for groceries. They asked questions about their main grocery store, how much fruit and vegetables they eat, whether they have enough food, and what they think about their local food options. The team then compared answers based on store type to see if shopping location was connected to eating habits.
This type of study is called a cross-sectional survey, which means researchers collected information from people at one point in time. It’s like taking a snapshot rather than following people over months or years. This approach is useful for spotting patterns and connections, but it can’t prove that one thing causes another—only that they’re related.
Understanding where people shop is important because many lower-income neighborhoods have limited grocery options. Some areas have mostly big-box superstores, while others have small neighborhood stores. If store type affects what people eat, then improving these stores or helping people access better options could be a practical way to improve nutrition without asking people to completely change their shopping habits.
This study surveyed a decent-sized group (698 people) from real neighborhoods, which is a strength. The researchers asked about actual shopping behavior and eating habits rather than just guessing. However, because people answered questions about themselves, there’s a chance some answers weren’t completely accurate. The study also only looked at one moment in time, so we can’t know if these patterns stay the same over months or years. Finally, the study shows connections between store type and vegetable eating, but can’t prove that the store type caused the difference—other factors could be involved.
What the Results Show
The main finding was clear: where people shop matters for vegetable consumption. People who shopped primarily at small grocery stores ate vegetables about 2.00 times per day, while supermarket shoppers ate them 1.82 times per day. In contrast, people shopping at big-box superstores ate vegetables only 1.52 times per day. These differences were statistically significant, meaning they’re unlikely to be due to chance.
Interestingly, the type of store made no difference for fruit consumption or food security (having enough food to eat). This suggests that the store type specifically affects vegetable shopping and eating, not overall diet quality or food availability.
Another important finding was about price perception. Shoppers at small stores were much more likely to think produce was affordable compared to supermarket shoppers. When people believed vegetables were affordable at their store, they ate significantly more vegetables. This suggests that perception of price—not just actual price—influences eating habits.
The study found that 67.5% of shoppers in these neighborhoods used a supermarket as their primary store, making it the most common choice. Buying clubs and superstores were less common primary shopping locations. The perception of affordability at small stores was notably higher than at supermarkets, even though researchers didn’t measure actual prices. This gap between perception and reality could be important for future interventions.
This research adds to growing evidence that the food environment—what stores are available and what they offer—shapes eating habits. Previous studies have shown that neighborhood food options affect diet quality, but this study specifically examines store type within the same neighborhoods. The finding that affordability perception matters as much as actual availability is relatively newer and suggests that how stores market and display produce could be just as important as stocking it.
This study has several important limits. First, it only shows that store type and vegetable eating are connected—it doesn’t prove that shopping at a certain store type causes people to eat more or fewer vegetables. People who already eat more vegetables might choose to shop at small stores. Second, the study relied on people’s own reports about what they eat, which can be inaccurate. Third, it only captured one moment in time, so we don’t know if these patterns are consistent over time. Finally, the study focused on lower-income urban neighborhoods, so results may not apply to other communities.
The Bottom Line
If you live in an underserved community and want to eat more vegetables, consider shopping at a small neighborhood grocery store or supermarket if one is accessible to you. These stores may have better vegetable selection or pricing perception. If you currently shop at a big-box store, look for ways to make vegetables seem more appealing and affordable—compare prices, look for sales, or try buying seasonal produce. Store managers and community leaders should consider ways to highlight affordable produce and make vegetables more visible and accessible. Confidence level: Moderate—this study shows a strong connection, but more research is needed to understand if changing stores actually changes eating habits.
This research matters most for people living in lower-income neighborhoods with limited grocery options. It’s also relevant for public health officials, store managers, and community organizations working to improve nutrition. If you have access to multiple store types and want to eat more vegetables, this information could help guide your shopping choices. This study doesn’t apply to people with abundant grocery options or those in higher-income areas with different store landscapes.
If you change where you shop or how you perceive vegetable affordability, you might notice changes in your eating habits within a few weeks to a few months. However, this study doesn’t track how long changes take, so individual timelines will vary. Building new shopping habits typically takes 4-8 weeks of consistent effort.
Frequently Asked Questions
Does shopping at different grocery stores change how many vegetables you eat?
Research shows shoppers at small grocery stores and supermarkets eat significantly more vegetables than big-box supercenter shoppers—about 0.5 more servings daily. However, this study shows correlation, not proof that changing stores will automatically increase vegetable intake.
Why do small grocery stores lead to more vegetable consumption?
Shoppers perceive vegetables as more affordable at small stores compared to supermarkets. When people believe produce is affordable, they buy and eat more vegetables. This suggests perception of price matters as much as actual cost.
Does where you shop affect whether you have enough food to eat?
No. The 2026 study of 698 shoppers found no connection between store type and food security. Store type only affected vegetable consumption, not overall food availability or fruit intake.
What percentage of people in underserved areas shop at supermarkets?
About 67.5% of the 698 surveyed shoppers reported supermarkets as their primary grocery store, making it the most common shopping location in lower-income urban neighborhoods.
Can I eat more vegetables by changing my perception of affordability?
Research suggests perception of affordability is linked to vegetable intake. If you can find ways to see vegetables as more affordable—through sales, seasonal shopping, or bulk buying—you may naturally eat more vegetables.
Want to Apply This Research?
- Track your daily vegetable servings by store type. Log which store you shopped at and count servings of vegetables eaten that day. After 2-4 weeks, compare your average daily vegetable intake by store. This personalized data can show whether store choice affects your eating.
- Set a goal to visit a small grocery store or supermarket once per week instead of your usual big-box store. Use the app to plan meals around vegetables available at that store, then track what you actually buy and eat. Compare your vegetable intake on shopping-trip days versus other days.
- Use the app to track weekly vegetable intake and note which store you primarily shopped at that week. Create a simple chart showing your vegetable consumption by store type over 8-12 weeks. This long-term view helps identify patterns and whether store changes actually affect your diet.
This research shows an association between grocery store type and vegetable consumption but does not prove causation. Individual results may vary based on personal circumstances, available stores, and dietary preferences. If you have specific dietary concerns or health conditions, consult with a healthcare provider or registered dietitian before making significant changes to your shopping habits or diet. This study was conducted in lower-income urban neighborhoods and may not apply to all communities or populations.
This research translation is published by Gram Research, the science division of Gram, an AI-powered nutrition tracking app.