For consumers, food deflation is a wonderful thing. Cheaper food means less spent at the grocery store.
With falling food costs, competitors will drop food prices, which forces Kroger to follow suit. The lower prices sap total sales, even if sales volume rises, says Telsey Advisory Group analyst Joe Feldman. It’s a big reason why net sales, excluding fuel, only rose 1.5 percent through the first three quarters of 2016.
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