As the back-to-school season unfolds, Wisconsin's grocery stores are witnessing distinct trends among consumers. According to Mike Semmann, President & CEO of the Wisconsin Grocers Association, the two words that are top of mind for shoppers this year are "value" and "flexibility."

"Consumers are extremely focused on value this year, much more so than we've seen in past years," Semmann remarked. "Despite the average spend remaining about the same, parents are highly aware of price changes and are looking for ways to make their dollars stretch further."