Just my anecdote - I usually shop at Kroger owned stores (various brand names depending on your region of the US). Their "normal" prices are about the same as a

Just my anecdote - I usually shop at Kroger owned stores (various brand names depending on your region of the US). Their "normal" prices are about the same as any other non-discount grocer like Safeway, but they're very aggressive with large discounts for store "members" who use their tracking card. For example, when I shop, I'm not that particular to specific brands, so if I'm buying soup or cereal, I will always choose the one that is on sale that week, usually around half price (e.g B1G1). I end up paying about 60% of what a normal customer pays who is loyal to specific brands no matter if they're on sale or not. What I've noticed is that the normal prices haven't really gone up all that much, but the discounts are very small and there are far fewer of the really good ones (e.g. $3 per lb. of chicken, the $0.99 carton of eggs, half price cheese, B1G1 soups, etc). Thus, I'd say my grocery bill has gone up about 50% or more in just the last year, whereas it had really held stead for the last decade. This is, of course, on top of home prices in my area nearly doubling in 10 years when considering increased taxes, HOAs, repair costs, etc.