Shoppers Want Personalized Prices. Lawmakers, Not So Much.

Grocery pricing just became a political sport.

Maryland has passed the Protection from Predatory Pricing Act, banning grocers and third-party delivery platforms from using personal data to set higher prices for specific shoppers. The law targets large food retailers over 15,000 square feet and delivery providers, and more than two dozen other states are considering similar bills.

The backdrop is messy. Instacart recently agreed to pay $60 million in refunds to settle FTC allegations tied to practices that raised grocery costs. Lawmakers are clearly in no mood for “surveillance pricing.”

Here is the twist. Shoppers say they want personalization. A dunnhumby report found 92% of U.S. shoppers are willing to share their data in exchange for personalization. About 64% are open to personalized pricing. Retailers see that and think opportunity.

But consumers also draw a line. Nearly 48% say automated retail processes like agentic commerce feel intrusive.

So which is it? Personalized, but not predatory. Helpful, not creepy. Relevant, not discriminatory.

For CPG and retail, the message is clear. The tech may be ready. The shopper might even be ready. Regulators are not. If dynamic pricing feels like a loyalty perk, it flies. If it feels like you are charging someone more because you can, expect more states to follow Maryland’s lead.