Price overtakes taste and brand loyalty as top driver of grocery purchases, says Zappi study

BOSTON – Inflation has reshaped how Americans shop for groceries, turning price from a consideration into the deciding factor. New findings from Zappi’s  CPG-Mega Trends Report show that grocery spending is rising, but cost now dominates purchasing decisions. Seven in ten consumers say price or value is the top influence when buying snacks and beverages, and nearly one-third (32%) report choosing the least expensive option that meets their needs, regardless of brand—underscoring how affordability is outweighing loyalty.

The nationally representative study of 2,000 U.S. consumers also reveals widespread behavioral change driven by rising prices. More than 90% of shoppers say they have adjusted their grocery-buying habits in response to higher costs, with over 80% reporting increased grocery bills in the past six months. Notably, more than one in four consumers have seen their weekly grocery spending rise by more than $50.

"For CPG leaders to transform their businesses, they will need to compete on value instead of price, innovating and simplifying their product portfolios in the process," said Nataly Kelly, CMO at Zappi. "Consumers are under real financial pressure, and with nearly one-third willing to buy the cheapest option that meets their needs, the era of growth driven by price increases is coming to an end. Overcoming data fragmentation and staying continuously connected to consumers will unblock the execution challenges standing in their way."

In some cases, financial strain is becoming more pronounced. Twenty-two percent of consumers say they rely on food banks or community assistance to obtain groceries, while 11% report using Buy Now, Pay Later (BNPL) services for grocery purchases. Additionally, consumers across all income levels surveyed are using coupons or promotions (46%), switching to store brands (40%), buying only essentials (38%) and buying fewer items (34%) to offset price increases. Overall, consumer tolerance for price increases has lowered, and price pressures are reshaping brand loyalty.

Key findings include:

Grocery bills continue to climb:

• Nearly 60% of Americans now spend more than $150 per week on groceries, and 1 in 4 spend more than $250 weekly.
• 52% of households with multiple children reported weekly grocery bills above $200, and 10% noted they spend more than $400 weekly.
• In the last 6 months, nearly a quarter indicate their grocery bill has risen by more than $75 a week.

Brand loyalty is weakening:

• Compared to Zappi's previous 2025 tariff research, consumers who buy only brand-name products have dropped from 21% to 10%.
• Those purchasing a mix of brand-name and store-brand items have jumped 12 points from 56% to 66% year-over-year.

Increased cost driving price and variety trade-offs:

• Consumers who would buy "at any price" fell from Zappi's tariff research last year from 21% to 14% for snacks and 24% to 17% for beverages.
• A 5-10% price increase would stop purchases for the majority in multiple categories, including cosmetics (62%), sweet snacks (55%) and beverages (51%).
• Nearly 70% are willing to accept fewer options to keep prices down, with 1 in 4 who say they are very willing.

Consumers prioritize price, but values still shape brand choice:

• Just 12% of consumers would pay "a lot more" for brands aligned with their values, while nearly half say they wouldn't pay more at all.
• Roughly 4 in 10 consumers boycotted at least one brand last year, including 22% who boycotted multiple brands.
• Nearly half of adults aged 18–24 report boycotting at least one brand, compared to just 24% of those aged 56–75.

Health claims matter, but price wins:

• 35% of consumers are more likely to purchase healthy snacks or beverages than last year.
• When asked which product labels make consumers most likely to purchase an item, "high protein" (40%), "all natural" (38%) and "low sugar" (35%) remain influential, yet nearly one-third will choose the least expensive option regardless of brand.
• Fewer than 15% say they regularly buy products mainly for weight loss, while more than one-third say they never do.

For more statistics and insights, download the full CPG Mega-Trends Report and view the related infographic.