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Those who regularly shop at the grocery stores may have noticed a trend over the past few years: the prices are getting better and better. It’s not an illusion — chain supermarkets have been lowering their rates to keep up with the competitive times.

USA Today reports the pricing scale is offering shoppers great bargains, but it’s taking the axe to grocery store’s profits. “It’s created a price war among everybody,” Phil Lempert, a supermarket analyst, tells USA Today. “This is great news for consumers, but bad news for businesses who sell food.”

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