Consumers Prioritize Value Over Brand Loyalty, Says Ibotta Report
A recent report from Ibotta, Inc. reveals that consumers are shifting their focus towards value rather than brand loyalty in their purchasing decisions. The 2026 State of Spend report, based on data from online surveys, highlights this significant change in consumer behavior.
Chris Riedy, the chief revenue officer at Ibotta, Inc., emphasized the importance of this shift, stating, “The findings in our State of Spend report confirm a critical shift: value isn’t just a trend, but the center of gravity for the American consumer. Years of economic volatility have forged a new type of shopper, which represents a massive opportunity for CPGs to redefine how they show up.”
The report indicates that 67% of consumers are less affected by inflation compared to previous years, with more individuals opting for value-focused retailers like Dollar General and Walmart. Additionally, 62% of consumers prioritize affordability over brand names, signaling a change in consumer preferences.
Key Findings from the Ibotta Report:
- Consumers are increasingly choosing retailers that offer lower prices.
- More consumers are entering grocery stores without a specific shopping list, leading to increased in-store sales.
- Majority of products purchased are repeat buys, with a growing interest in private labels over name brands.
- Consumers are willing to try new brands with discounts, with a significant percentage requiring at least a 25% discount.
- Shoppers are willing to spend more on products aligned with their health goals, showing interest in “better-for-you” options.
As the demand for value continues to rise, the report suggests that brands need to adapt to this new consumer behavior by offering intelligent offers and meeting shoppers where they are. This shift presents an opportunity for CPGs to redefine their strategies and engage with consumers in a more personalized manner.
In conclusion, the Ibotta report highlights the growing importance of value in consumer purchasing decisions and the need for brands to evolve their approach to meet the changing preferences of shoppers. By understanding these trends and adapting to the new normal, CPGs can position themselves for success in a value-driven market.