The Growing Trend of Grocery Stores as Data Brokers

Grocery stores are joining the ranks of data brokers by collecting and monetizing consumer data through loyalty programs, location tracking, app usage, and digital receipts. This shift to offline data acquisition has raised concerns about consumer privacy and control over personal information. A study found that a majority of Americans feel they have little control over what marketers can learn about them, leading to "data fatigue." The data broker market is projected to reach $545 billion by 2028. The U.S. government is now taking steps to address these privacy concerns.