Price-sensitive shoppers are reshaping their habits this spring, trading down on where they shop rather than what they buy, and increasingly embracing private label as a quality, lifestyle-aligned choice.
Key Takeaways
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Discounters over brand trade-downs: Consumers are shifting to lower-priced grocers rather than abandoning favorite brands, with more than a quarter planning to keep their brands while moving to cheaper stores.
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Private label sheds “cheap” stigma: A strong majority now view store brands as equal or superior to national brands on quality, uniqueness, and dietary fit, signaling that private label has become a deliberate, value-driven choice across income levels and especially among younger shoppers.
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“Buy less, expect more”: Shoppers are simplifying routines and cutting volume, yet selectively trading up in categories like skincare, haircare, apparel, and high-performing beauty, while a growing share, particularly younger adults, turn to AI for product discovery, research, and value checks.
