It’s actually about time that grocers have taken off the gloves and decided to toss the barbs into an open ring. No more double and triple coupon challenges, they are onto the real thing: Lowering Prices. Yes, we’ve read about this type of strategy, but seldom experienced it. Seriously, what’s taken them so long?

It’s doubtful if shoppers will return to their anything goes routine anytime soon. Too many unanswered questions about income, health care, and overall cost of items: It’s still the economy. Even in the midst of increased at-home meal preparations, the focus remains on what is purchased. How much did it cost? Could you have gotten a store brand? Why are two products with identical ingredients so different in price? These are the issues driving consumers to find the lowest prices for the foods they want, and with the increase in store brands, some of this shopping strategy has become easier.

Look at Costco and its house-brand, Kirkland. They’ve been strong contenders in private labeling for years and continue to expand the product line.

In the U.K., Brits are enjoying a real price war. Nothing like this has broken out to that extent yet in the U.S., but we do have multiple players making the same pitch: We have lowered prices on XXXX items (hopefully they mean more than 40 items)! Just this week Whole Foods continued its strong message that they are the go-to store for not just healthy foods, but foods that are reasonably priced. They added coupons to all their e-mail newsletters and have the Whole Deal Value Guide prominently displayed for shoppers to take advantage of immediate savings. They are also promoting “money-saving tips.” This is not the old Whole Foods. They heard. They’re onto something.

Safeway has new banner signs that proclaim they lowered prices on thousands of items. They also moved into personalized coupons, discounts on items you regularly purchase with savings automatically linked to your card. This is in response to Giant Foods‘ earlier aggressive price-lowering strategy that proved successful.

What has taken grocers so long. Was their bubble one that projected things would be fine and everyone would be happy to live the good life again.

Not so fast. These cannot be temporary fixes. The situation has become a permanent lifestyle change. Listening does not end with tiny glimmers of hope.

Keep on lowering.