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Trust, Value and Access: Meeting SNAP Consumers Needs in 2025


SNAP recipients represent a significant—and often misunderstood—segment of today’s grocery shoppers. While their spending power may differ from the general population, their behavior reflects clear preferences, savvy decision-making, and importance. At PDG Insights, we’ve taken a close look at how SNAP consumers shop and what matters most to them.


Here are three key differences that brands and retailers must understand to connect with this critical audience:


1. They’re Digital Couponers—and They’re Smart About It

SNAP consumers are more likely than the general population to leverage digital coupons, rebate apps, and wallet integrations to stretch their budgets. While cost savings are clearly a driver, this audience is digitally engaged—many even follow brands on social platforms for deals and product news.

🧠 Takeaway: Brands should ensure offers are mobile-friendly and easy to access via apps and loyalty programs.


2. Private Label Is a Strategic Choice, Not Just a Budget Play

SNAP shoppers rely more heavily on private label products, not just to save, but because they increasingly trust these items to meet their needs.

  • 47% bought more private label in the past year

  • 34% plan to shift national brand purchases to private label alternatives

  • 81% say unique private label options influence where they shop

Unlike Gen Pop shoppers who are more likely to factor in brand values or specific product attributes, SNAP recipients often prioritize functionality and affordability.

🧠 Takeaway: For brands, this means you need to work harder to stand out—value, performance, and visibility on-shelf matter more than ever.


3. They Carry More Concerns Into the Store

SNAP shoppers enter retail environments with more on their minds: from financial worries to broader concerns about community, healthcare, and stability. These stressors shape how and where they shop. Trust, simplicity, and access are critical.

🧠 Takeaway: Retailers and brands that recognize this mindset—and provide straightforward solutions, support, and value—will earn deeper loyalty over time.





Final Thought: Value + Humanity = Growth

SNAP shoppers are not a monolith. They celebrate holidays, care about the quality of what they buy, and engage with brands online. But what truly sets them apart is their strategic, value-driven approach to shopping—one that brands must respect and design for.


At PDG Insights, we help brands decode consumer behavior and unlock real opportunity across diverse shopper groups. If you're rethinking how your brand serves SNAP consumers, we’d love to talk.


📩 Contact Diana Leza Sheehan or follow PDG Insights on LinkedIn for more updates.




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