CPG Mega-Trends
The data, trends & forces reshaping consumer packaged goods. Zappi surveyed 2,000 U.S. consumers, examining how rising grocery prices are changing purchasing decisions, brand loyalty, and product discovery.
The macro squeeze
Grocery bills keep rising
Grocery prices continue to put pressure on consumers. 80% say they have seen grocery costs increase in the last six months, with one-in-four spending more than $250 per week.
Takeaway: Brands need to earn their way into carts
Price beats taste
The value shopper is every shopper
Prolonged price pressure is rewiring how consumers make routine buying decisions. Price (71%) now outranks taste (54%) as the most likely driver of snack and beverage choices.
Takeaway: “Worth it” must be communicated instantly on shelf and on screen.
Brand loyalty breaks
Brand loyalty is degrading
Private label popularity is surging. Two-thirds (66%) of consumers say they purchase a mix of brand- and private-labels, up 12 points from Zappi's survey in March 2025. Brand-label-only purchase declined 11 points (21% to 10%) over the same period.
Takeaway: The perceived quality gap between brand and private-labels is diminished.
Coping behaviors (the new shopping playbook)
Financial strain reaches the cart
Nearly everyone is changing how they shop. 93% report making changes to offset price increases. Among the most commonly cited behaviors are using coupons (46%), buying only the essentials (38%) and buying fewer items or smaller quantities (34%).
Takeaway: Fewer products are making it into the cart — brands must prove they belong.
The human impact
More than one-in-five consumers is seeking assistance from food banks, while one-in-ten is financing their grocery purchases.
Takeaway: Today's price pressures are having long-term impacts.
Discovery is fragmented
How consumers find new brands
Discovery is generational — and category-driven. Discovery channels shape what categories consumers are willing to try — from snackable products in social feeds to higher-consideration purchases discovered elsewhere.
Takeaway: Focus in on your demographic and meet them where they are.
What brands should do next
Implications for CPG
Show value clearly Consumers are scrutinizing every purchase. Brands need to communicate value quickly — through pricing, pack formats, and clear product benefits.
Plan for the mixed basket Most shoppers now buy a combination of national brands and private labels. Winning brands understand how they fit into this new reality.
Compete where discovery happens Product discovery is increasingly shaped by digital platforms and social content. Brands must show up where consumers are actively exploring.
