The results indicate that traditional economic data and models may struggle to predict consumer behavior in what Acosta called a “new affordability era.” “Shoppers are no longer responding to rapidly changing affordability conditions,” the firm noted in its report. Acosta’s report acknowledged that consumers’ spending behavior isn’t just a stubborn continuation of yearslong habits. In this environment, grocers would do well to not only address consumers’ affordability concerns but also help them feel confident in their purchases by showing them that they’re getting good quality for their money, Acosta noted. “Affordability will always matter,” the firm said in its report.