I have compared a lot of the shopping apps in the App Store and this is by far the best - at least for my needs. Yes, there are apps out there with more features but a lot of them suffer from feature bloat. It might make sense to add prices and aisles and coupons and stores - but honestly, when you are in the store shopping for groceries you dont really have the time for all that stuff. I want to get things done in a fast, easy and efficient way and this app is the best. Its also the only one that passed the SOT (Significant Other Test). When you are shopping with your spouse (who might not be as technically inclined as you are) you gotta be quick on your feet. Add items, lose items, change items - and you better do it quickly. This app might not look the part but it is well thought out and it really shines in the store. And thats what matters. Plus: the recipe function rocks!
There are three things though that prevent me from giving it five stars. I am not sure if it is actively developed - thats a big downside in my book. And its not that great outside the store. Id love to fine-tune my list of items at home before my next shopping trip. In my study I do have the time to really think about my items and group them accordingly. A web-based client to re-arrange and edit my items and recipes would be awesome. Of course you would need some sort of syncing solution for that - but this ties in nicely with my other caveat: emailing my lists is nice - but instant syncing would be so much better. There are other apps that do this. Id love to sync my current list, my general list of items AND their categories with a web-based version AND with my significant other. That way we could shop in the same store and spread out and see what the other already got. Or I could go shopping and my wife could check her iPhone at home and add missing items that she just thought of. The app - as it is - is great. If you ask me, its the best. But syncing would make it really awesome.