It seems like we’ve been telling grocers that things have to change, and they have just realized we mean business, in every sense of the phrase. Prices were too high; deals were limited. Now we’re being inundated with mailings from every market within miles of our zip code telling us their prices have come down and whoa did we see the special offers!

These marketing changes are a direct result of what they’ve learned from surveys and studies. In a recent study it was found that consumers believe they have cut back effectively but still not enough. They plan to spend even less on groceries this coming year. Price remains the strongest determinant of a purchase. In a poll of over 6, 000 people, almost 40% said they spend less at the grocers than they did 12 months ago and almost 80% said they would happily switch products for a better price.

In a survey conducted by Wegmans, they learned that almost a third of respondents said they are preparing more meals at home and relying less on take-out and restaurant meals. To help shoppers figure out the actual cost per serving, the East Coast grocery chain added that information to their list of readily available recipes.

Whole Foods continues to add coupons and specials; concepts that were less prevalent a year ago. They’ve even added a section called “Three Under $3.” Pretty impressive.

More coupons, more specials, more discounts: Welcome to the grocer who plans to survive!

We’ll keep talking.