The news: Whole Foods is asking suppliers to lower prices as cost pressures ease, per The Wall Street Journal, as the grocer tries to give shoppers some relief in the grocery aisle.
How we got here: Grocers are doing everything they can to secure lower prices as double-digit grocery inflation forces shoppers to prioritize value over brand or retailer loyalty.
The big picture: There’s a clear disconnect between grocers’ priorities, and those of CPG companies and other suppliers. While Whole Foods, Tesco, and Walmart voice their unwillingness to continue absorbing price increases from suppliers, Procter & Gamble and Unilever say more price hikes are on the horizon.
Go further: For more on how inflation is changing grocery habits, read our Spotlight: Grocery Inflation report.
This article originally appeared in Insider Intelligence's Retail & Ecommerce Briefing—a daily recap of top stories reshaping the retail industry. Subscribe to have more hard-hitting takeaways delivered to your inbox daily.