As prices climb, shoppers aren’t just spending less—they’re spending differently. Nearly half are buying smaller quantities or trading down to lower-cost options, such as canned fruit instead of fresh, according to Capgemini’s report, “What matters to today’s consumers 2026.” It’s not about cutting things out entirely—it’s about making budgets stretch.
Low- and middle-income households are especially deal-focused right now: more coupons, more frequent but smaller trips, and fewer meals out. Interestingly, while private labels were a go-to during peak inflation, preference has dropped sharply—from 65% in late 2024 to 44% this year. With prices leveling off, people are once again weighing quality and trust, especially as shrinkflation raises doubts about what budget brands actually deliver.
That shift suggests more than just price sensitivity—it points to a broader recalibration of value. Consumers may still be watching their wallets, but they’re also watching labels, looking for products they can count on. In the long run, consistency and transparency may carry more weight than the lowest sticker price.
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About the author
Constantine von Hoffman is managing editor of MarTech. A veteran journalist, Con has covered business, finance, marketing and tech for CBSNews.com, Brandweek, CMO, and Inc. He has been city editor of the Boston Herald, news producer at NPR, and has written for Harvard Business Review, Boston Magazine, Sierra, and many other publications. He has also been a professional stand-up comedian, given talks at anime and gaming conventions on everything from My Neighbor Totoro to the history of dice and boardgames, and is author of the magical realist novel John Henry the Revelator. He lives in Boston with his wife, Jennifer, and either too many or too few dogs.
