How inflation reshapes shopping habits and trust in private labels

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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