The Indicator from Planet Money Can you trust you're getting the same grocery prices as someone else?
7 snips
Jan 7, 2026 
Lindsay Owens, head of the Groundwork Collaborative and former senior policy advisor, joins to explore grocery pricing dynamics. She discusses how data collection might allow stores to charge different prices to different customers. A study revealed a staggering 75% of items on Instacart had varying prices depending on the shopper. Owens warns of potential 'Instacart tax' costs adding up to $1,200 a year. The conversation touches on the implications of personalized pricing, likening it to a return to haggling in the digital age.
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Large-Scale Price Experiment On Instacart
- Researchers recruited 400+ shoppers to add the exact same items from the same physical store into Instacart carts on Zoom calls.
- They found 75% of items had different prices across shoppers, with differences like $2.99 vs $3.69 for the same box of cereal.
Instacart Paused Price Testing
- After the report, Instacart said it would end price testing immediately and acknowledged failing customer expectations.
- A spokesperson said shoppers should not have to question the prices they see on the platform.
Economist Sees Testing As Normal Market Process
- Economist Brian Albrecht framed price changes and testing as normal market behavior, similar to sales and coupons.
- He argued price variation isn't inherently scary and can result in lower prices for some consumers.