Over two-thirds ( 70%) of US respondents to a survey from the company cited price or value as the top influence when shopping for snacks and beverages.

Meanwhile, 32% of respondents reported that they would buy the least expensive option that meets their needs regardless of brand, according to Zappi’s CPG-Mega Trends Report.

When it comes to brand-name items, the research found that only 10% of respondents purchased these exclusively.

The research found that over half ( 60%) of Americans report spending more than $150 a week on groceries and more than 80% reported that they experienced higher grocery costs in the six months prior to December 2025.

Over 90% of participants claimed they had adjusted their shopping behaviour in response to increased costs.

“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.”

Zappi conducted the nationally representative survey of 2,000 US consumers in December 2025, using its platform to assess consumer response to market forces including pricing, brand preferences and social values.