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The 2018 U.S. Grocery Shopper Trends report, prepared by the Hartman Group, tracks trends among U.S.grocery shoppers, and for the last four decades, we’ve traced where they shop, how they shop and what issues are most important to them as consumers. This year we examine what it means to shoppers to eat well and shop well. Why do shoppers shop in the first place, and what role do they perceive for supermarkets among other retail choices?